Brandwave

How popular isFirst Lite?

In September 2026, people searched for First Lite by name about 90,500 times worldwide, a 33% decrease from the previous year. These searches made up 11.5% of all global camo hunting clothing brand searches, placing First Lite third out of eight brands. When we asked both ChatGPT and Google AI Overviews about camo hunting clothing brands, First Lite appeared in all answers and was the most recommended of the eight.

Search and AI answers in September 2026

First Lite is the third most searched of 8 competitors and the most recommended in AI answers.

  1. KuiuShare of searches 46.6%Mentioned in 4 of 4 AI answersPlace in AI recommendations 3rd
  2. SwaziShare of searches 20.9%Mentioned in 0 of 4 AI answersPlace in AI recommendations –
  3. First LiteShare of searches 11.5%Mentioned in 4 of 4 AI answersPlace in AI recommendations 1st
  4. Stoney CreekShare of searches 9.4%Mentioned in 0 of 4 AI answersPlace in AI recommendations –
  5. RidgelineShare of searches 7.7%Mentioned in 0 of 4 AI answersPlace in AI recommendations –

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Top camo hunting clothing brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, First Lite appeared in all four answers. First Lite is the most recommended of the eight.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. First Lite1st
  2. Sitka2nd
  3. Kuiu3rd
  4. ScentLok4th
  5. Swazi–
  6. Stoney Creek–
  7. Ridgeline–
  8. Hunters Element–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Kuiu4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • First Lite4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Sitka3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • ScentLok2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Swazi0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Stoney Creek0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Ridgeline0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Hunters Element0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers

See every answer about camo hunting clothing brands

4 answers

  • Asked ChatGPT

    “Which camo hunting clothing brand should I buy?”

    1. 1Sitka
    2. 2First Lite
    3. 3Kuiu

  • Asked ChatGPT

    “What are the best camo hunting clothing brands?”

    1. 1Sitka
    2. 2First Lite
    3. 3Kuiu
    4. 4ScentLok

  • Asked ChatGPT

    “What's the best camo hunting clothing brand for quiet field hunting?”

    1. 1First Lite
    2. 2Sitka
    3. 3Kuiu
    4. 4ScentLok

  • Searched Google, AI Overview

    “best hunting camo”

    1. 1First Lite
    2. 2Kuiu

  • Searched Google, AI Overview

    “hunting clothing brand”

    Google showed no AI Overview for this search.

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in the United States on October 20, 2026.

Which camo hunting clothing brands compete with First Lite?

First Lite against camo hunting clothing brands worldwide, by month

Share of searches by month for Kuiu, Swazi, First Lite, Stoney Creek, Ridgeline. The figures are in the table below the chart.

View monthly share of searches table
MonthKuiuSwaziFirst LiteStoney CreekRidgelineScentLokHunters ElementSitka
Oct 202546.6%20.8%14%7.7%6.3%2.3%1%1.3%
Nov 202543.6%16%19.5%7.2%7.2%3.2%1.2%2.2%
Dec 202544.7%20%13.4%7.3%9%2.2%1.2%2.2%
Jan 202638.9%26.1%9.6%11.7%9.6%1.3%1.3%1.6%
Feb 202639.1%26.2%9.6%11.8%9.6%1%1.6%1%
Mar 202622.6%50.4%5.5%10.1%8.3%0.6%1.7%0.74%
Apr 202629.2%35.6%7.2%13.1%10.7%0.64%2.6%0.96%
May 202632.5%32.5%8%14.7%8%0.71%2.9%0.58%
Jun 202630.9%30.9%7.6%17%9.3%0.83%2.8%0.68%
Jul 202634.6%28.4%8.5%15.6%8.5%1.1%2.5%0.62%
Aug 202640.2%22%14.7%12.1%6.6%1.6%2%0.72%
Sep 202646.6%20.9%11.5%9.4%7.7%1.9%1.3%0.84%

  1. 1.Kuiu

    46.6%

    Held 1st. 368K estimated branded searches, +22.3% vs prior month. Share +6.4 points.

  2. 2.Swazi

    20.9%

    Held 2nd. 165K estimated branded searches, 0% vs prior month. Share -1.1 points.

  3. 3.First Lite

    11.5%

    Held 3rd. 90.5K estimated branded searches, -17.7% vs prior month. Share -3.2 points.

  4. 4.Stoney Creek

    9.4%

    Held 4th. 74K estimated branded searches, -18.2% vs prior month. Share -2.7 points.

  5. 5.Ridgeline

    7.7%

    Held 5th. 60.5K estimated branded searches, +22.2% vs prior month. Share +1.1 points.

  6. 6.ScentLok

    1.9%

    Moved from 7th to 6th. 14.8K estimated branded searches, +22.3% vs prior month. Share +0.3 points.

  7. 7.Hunters Element

    1.3%

    Moved from 6th to 7th. 9.9K estimated branded searches, -33.1% vs prior month. Share -0.7 points.

  8. 8.Sitka

    0.84%

    Held 8th. 6.6K estimated branded searches, +22.2% vs prior month. Share +0.1 points.

Compare popularity between First Lite and its closest rivals

Every comparison with First Lite

21 comparisons

How has branded search demand for First Lite changed worldwide over the last 12 months?

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for First Lite worldwide fell from 135K to 90.5K.
  • Across the 12 months ending September 2026, First Lite’s share of searches among camo hunting clothing brands worldwide decreased from 14% to 11.5%.
  • Across the 12 months ending September 2026, First Lite’s share of searches among camo hunting clothing brands worldwide peaked at 19.5% in November 2025 and was lowest at 5.5% in March 2026.

How did search popularity change for camo hunting clothing brands worldwide in September 2026?

6 changes

  1. In September 2026, Kuiu gained share of searches among camo hunting clothing brands worldwide, from 40.2% to 46.6%.

  2. In September 2026, Ridgeline gained share of searches among camo hunting clothing brands worldwide, from 6.6% to 7.7%.

  3. In September 2026, First Lite lost share of searches among camo hunting clothing brands worldwide, from 14.7% to 11.5%.

  4. In September 2026, Stoney Creek lost share of searches among camo hunting clothing brands worldwide, from 12.1% to 9.4%.

  5. In September 2026, Swazi lost share of searches among camo hunting clothing brands worldwide, from 22% to 20.9%.

  6. In September 2026, Hunters Element lost share of searches among camo hunting clothing brands worldwide, from 2% to 1.3%.

How are First Lite’s branded searches counted?

1 search term

Brandwave collects information about searches that people make online using First Lite’s name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading.

  • first lite

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How the Brand Demand Index is measured

Where does First Lite compete?

First Lite is ranked in four competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Base layer brands5th of 82.3%Show ranking
Merino wool sock brands2nd of 79.3%Show ranking
Camo hunting clothing brands3rd of 811.5%Shown above
Hunting clothing brands2nd of 716%Show ranking
Creator with pink hair and a pink jacket

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