Cashmere brands:Which are most popular?

Name: Cashmere brands: Which are searched most?
Creator: Brandwave
License: https://creativecommons.org/licenses/by/4.0/

In September 2026, Johnstons of Elgin was the most searched cashmere brand worldwide, accounting for 22.4% of all searches among the 14 brands we track. When we checked with ChatGPT and Google AI Overviews, Naadam and Quince showed up in every answer. Quince was recommended most often, coming first in two out of five responses.

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Top cashmere brands in ChatGPT and Google AI Overviews

In Brandwave's three ChatGPT questions and two Google AI Overviews, Naadam and Quince appeared every time. Quince was recommended most often, coming first in two out of five answers. Loro Piana was second, and Naadam was third. Pringle of Scotland, which ranked fourth in searches, was not mentioned at all.

Most recommended by AI

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

Mentioned by AI

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

How many AI answers named each brand
Brand	ChatGPT	Google	Answers that named it
Naadam	Named in 3 of 3 ChatGPT answers	Named in 2 of 2 Google AI Overviews	5 of 5
Quince	Named in 3 of 3 ChatGPT answers	Named in 2 of 2 Google AI Overviews	5 of 5
Jenni Kayne	Named in 2 of 3 ChatGPT answers	Named in 2 of 2 Google AI Overviews	4 of 5
Loro Piana	Named in 3 of 3 ChatGPT answers	Named in 1 of 2 Google AI Overviews	4 of 5
White + Warren	Named in 1 of 3 ChatGPT answers	Named in 2 of 2 Google AI Overviews	3 of 5
J.Crew	Named in 1 of 3 ChatGPT answers	Named in 2 of 2 Google AI Overviews	3 of 5
Johnstons of Elgin	Named in 2 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	2 of 5
N.Peal	Named in 1 of 3 ChatGPT answers	Named in 1 of 2 Google AI Overviews	2 of 5
Brunello Cucinelli	Named in 1 of 3 ChatGPT answers	Named in 1 of 2 Google AI Overviews	2 of 5
Pringle of Scotland	Named in 0 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	0 of 5
Jumper 1234	Named in 0 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	0 of 5
Chinti & Parker	Named in 0 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	0 of 5
Allude	Named in 0 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	0 of 5
Brora	Named in 0 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	0 of 5

Naadam5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Quince5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Jenni Kayne4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Loro Piana4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
White + Warren3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
J.Crew3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Johnstons of Elgin2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
N.Peal2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Brunello Cucinelli2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Pringle of Scotland0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Jumper 12340 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Chinti & Parker0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Allude0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Brora0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about cashmere brands

5 answers

Asked ChatGPT
“Which cashmere brand should I buy?”
1. 1Quince
2. 2Naadam
3. 3White + Warren
4. 4Jenni Kayne
5. 5Loro Piana
Asked ChatGPT
“What are the best cashmere brands?”
1. 1Loro Piana
2. 2Johnstons of Elgin
3. 3Brunello Cucinelli
4. 4Naadam
5. 5Quince
6. 6N.Peal
7. 7J.Crew
8. 8Jenni Kayne
Asked ChatGPT
“What's the best cashmere brand for a sweater that lasts?”
Searched Google, AI Overview
“cashmere sweater”
1. 1Quince
2. 2Naadam
3. 3J.Crew
4. 4Jenni Kayne
5. 5White + Warren
6. 6N.Peal
Searched Google, AI Overview
“cashmere brands”
1. 1Loro Piana
2. 2Brunello Cucinelli
3. 3Jenni Kayne
4. 4White + Warren
5. 5Quince
6. 6Naadam
7. 7J.Crew

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 25, 2026.

Which cashmere brands do people search for most?

This chart shows how often people search Google for each cashmere brand by name. Each line represents a brand's share of searches for all 14 cashmere brands we track, month by month, from English-language searches worldwide.

Share of searches among cashmere brands worldwide, by month

Month	Johnstons of Elgin	N.Peal	Naadam	Pringle of Scotland	Quince	Jumper 1234	White + Warren	J.Crew	Chinti & Parker	Jenni Kayne	Loro Piana	Allude	Brunello Cucinelli	Brora
Oct 2025	17.3%	17.3%	17.3%	9.5%	6.3%	2.3%	6.3%	8.6%	5.2%	2.8%	2.3%	1.9%	2.1%	0.68%
Nov 2025	18.1%	14.8%	22.1%	8.1%	8.1%	1.6%	5.4%	7.2%	5.4%	3%	2.4%	1.3%	1.9%	0.57%
Dec 2025	21.4%	17.5%	17.5%	7.8%	9.6%	1.3%	4.3%	7%	4.3%	2.3%	2.3%	1%	2.9%	0.69%
Jan 2026	24.5%	16.4%	16.4%	9%	6%	1.8%	4.9%	5.9%	4.9%	2.2%	2.7%	1.5%	3%	0.97%
Feb 2026	20.6%	16.9%	13.8%	9.2%	6.2%	2.2%	5%	7.3%	5%	5%	2.7%	1.8%	3%	1%
Mar 2026	16.4%	36.7%	11%	9%	4.9%	1.8%	4%	3.6%	3.3%	1.8%	2.7%	1.5%	2.6%	0.79%
Apr 2026	20.7%	25.3%	13.8%	11.3%	4.1%	1.8%	5%	4.1%	4.1%	2.2%	2.8%	1.5%	2.2%	0.99%
May 2026	22.2%	22.2%	14.9%	12.2%	4.4%	1.3%	4.4%	3.5%	4.4%	2.4%	3%	1.3%	2.6%	1.1%
Jun 2026	24.5%	24.5%	13.4%	13.4%	4%	1.2%	4%	3.2%	4%	1.7%	2.2%	1.2%	2.1%	0.9%
Jul 2026	22.4%	15%	22.4%	12.2%	3.6%	1.1%	4.5%	3.6%	4.5%	2%	4.5%	1.3%	2.2%	0.83%
Aug 2026	24.5%	20.1%	13.4%	11%	4.9%	2.1%	4.9%	4.3%	4%	2.7%	2.7%	1.8%	2.4%	1.4%
Sep 2026	22.4%	18.3%	12.3%	10%	6.7%	5.5%	5.5%	5.4%	3.6%	3%	2.4%	2%	1.9%	1%

Rank	Brand	Share of searches	Estimated monthly branded searches	vs prior month	Share change
1, held 1st	Johnstons of Elgin	22.4%	40.5K	+22.4%	-2.1 points
2, held 2nd	N.Peal	18.3%	33.1K	+22.1%	-1.8 points
3, held 3rd	Naadam	12.3%	22.2K	+22.7%	-1.1 points
4, held 4th	Pringle of Scotland	10%	18.1K	+22.3%	-1 points
5, held 5th	Quince	6.7%	12.1K	+83.3%	+1.8 points
6, moved from 12th to 6th	Jumper 1234	5.5%	9.9K	+241.4%	+3.3 pointsmoved from 12th to 6th
7, moved from 6th to 7th	White + Warren	5.5%	9.9K	+50%	+0.6 pointsmoved from 6th to 7th
8, moved from 7th to 8th	J.Crew	5.4%	9.8K	+69%	+1.1 pointsmoved from 7th to 8th
9, moved from 8th to 9th	Chinti & Parker	3.6%	6.6K	+22.2%	-0.4 pointsmoved from 8th to 9th
10, moved from 9th to 10th	Jenni Kayne	3%	5.4K	+50%	+0.3 pointsmoved from 9th to 10th
11, moved from 10th to 11th	Loro Piana LVMH	2.4%	4.4K	+22.2%	-0.2 pointsmoved from 10th to 11th
12, moved from 13th to 12th	Allude	2%	3.6K	+50%	+0.2 pointsmoved from 13th to 12th
13, moved from 11th to 13th	Brunello Cucinelli	1.9%	3.5K	+9.4%	-0.4 pointsmoved from 11th to 13th
14, held 14th	Brora	1%	1.9K	0%	-0.4 points

1.Johnstons of Elgin
22.4%
Held 1st. 40.5K estimated branded searches, +22.4% vs prior month. Share -2.1 points.
2.N.Peal
18.3%
Held 2nd. 33.1K estimated branded searches, +22.1% vs prior month. Share -1.8 points.
3.Naadam
12.3%
Held 3rd. 22.2K estimated branded searches, +22.7% vs prior month. Share -1.1 points.
4.Pringle of Scotland
10%
Held 4th. 18.1K estimated branded searches, +22.3% vs prior month. Share -1 points.
5.Quince
6.7%
Held 5th. 12.1K estimated branded searches, +83.3% vs prior month. Share +1.8 points.
6.Jumper 1234
5.5%
Moved from 12th to 6th. 9.9K estimated branded searches, +241.4% vs prior month. Share +3.3 points.
7.White + Warren
5.5%
Moved from 6th to 7th. 9.9K estimated branded searches, +50% vs prior month. Share +0.6 points.
8.J.Crew
5.4%
Moved from 7th to 8th. 9.8K estimated branded searches, +69% vs prior month. Share +1.1 points.
9.Chinti & Parker
3.6%
Moved from 8th to 9th. 6.6K estimated branded searches, +22.2% vs prior month. Share -0.4 points.
10.Jenni Kayne
3%
Moved from 9th to 10th. 5.4K estimated branded searches, +50% vs prior month. Share +0.3 points.
11.Loro Piana
2.4%
Moved from 10th to 11th. 4.4K estimated branded searches, +22.2% vs prior month. Share -0.2 points.
12.Allude
2%
Moved from 13th to 12th. 3.6K estimated branded searches, +50% vs prior month. Share +0.2 points.
13.Brunello Cucinelli
1.9%
Moved from 11th to 13th. 3.5K estimated branded searches, +9.4% vs prior month. Share -0.4 points.
14.Brora
1%
Held 14th. 1.9K estimated branded searches, 0% vs prior month. Share -0.4 points.

Loro Piana and Brunello Cucinelli sell other things too, so only their searches that name this product count here, like “loro piana cashmere”.

Which brand is most popular in search among cashmere brands worldwide?

14 brands

In September 2026, Johnstons of Elgin was the most searched among cashmere brands worldwide, with an estimated 40.5K branded searches, 22.4% of all searches for the 14 we track. N.Peal is in 2nd place, 4.1 percentage points behind at 18.3%.

Global cashmere brands, last 12 months ending September 2026
Brand	Share of searches	Peak	Low	Rank
Johnstons of Elgin	17.3% → 22.4%	24.5%Aug 2026	16.4%Mar 2026	1st
N.Peal	17.3% → 18.3%	36.7%Mar 2026	14.8%Nov 2025	2nd
Naadam	17.3% → 12.3%	22.4%Jul 2026	11%Mar 2026	3rd
Pringle of Scotland	9.5% → 10%	13.4%Jun 2026	7.8%Dec 2025	4th
Quince	6.3% → 6.7%	9.6%Dec 2025	3.6%Jul 2026	6th → 5th
Jumper 1234	2.3% → 5.5%	5.5%Sep 2026	1.1%Jul 2026	10th → 6th
White + Warren	6.3% → 5.5%	6.3%Oct 2025	4%Jun 2026	7th
J.Crew	8.6% → 5.4%	8.6%Oct 2025	3.2%Jun 2026	5th → 8th
Chinti & Parker	5.2% → 3.6%	5.4%Nov 2025	3.3%Mar 2026	8th → 9th
Jenni Kayne	2.8% → 3%	5%Feb 2026	1.7%Jun 2026	9th → 10th
Loro Piana	2.3% → 2.4%	4.5%Jul 2026	2.2%Jun 2026	11th
Allude	1.9% → 2%	2%Sep 2026	1%Dec 2025	13th → 12th
Brunello Cucinelli	2.1% → 1.9%	3%Feb 2026	1.9%Sep 2026	12th → 13th
Brora	0.68% → 1%	1.4%Aug 2026	0.57%Nov 2025	14th

Each finding as a sentence

Across the 12 months ending September 2026, Johnstons of Elgin’s share of searches among cashmere brands worldwide increased from 17.3% to 22.4%.
Across the 12 months ending September 2026, N.Peal’s share of searches among cashmere brands worldwide increased from 17.3% to 18.3%.
Across the 12 months ending September 2026, Naadam’s share of searches among cashmere brands worldwide decreased from 17.3% to 12.3%.
Across the 12 months ending September 2026, Pringle of Scotland’s share of searches among cashmere brands worldwide increased from 9.5% to 10%.
Across the 12 months ending September 2026, Jumper 1234’s share of searches among cashmere brands worldwide increased from 2.3% to 5.5%.
Across the 12 months ending September 2026, White + Warren’s share of searches among cashmere brands worldwide decreased from 6.3% to 5.5%.
Across the 12 months ending September 2026, J.Crew’s share of searches among cashmere brands worldwide decreased from 8.6% to 5.4%.
Across the 12 months ending September 2026, Chinti & Parker’s share of searches among cashmere brands worldwide decreased from 5.2% to 3.6%.
Across the 12 months ending September 2026, Johnstons of Elgin’s share of searches among cashmere brands worldwide peaked at 24.5% in August 2026 and was lowest at 16.4% in March 2026.
Across the 12 months ending September 2026, N.Peal’s share of searches among cashmere brands worldwide peaked at 36.7% in March 2026 and was lowest at 14.8% in November 2025.
Across the 12 months ending September 2026, Naadam’s share of searches among cashmere brands worldwide peaked at 22.4% in July 2026 and was lowest at 11% in March 2026.
Across the 12 months ending September 2026, Pringle of Scotland’s share of searches among cashmere brands worldwide peaked at 13.4% in June 2026 and was lowest at 7.8% in December 2025.
Across the 12 months ending September 2026, Quince’s share of searches among cashmere brands worldwide peaked at 9.6% in December 2025 and was lowest at 3.6% in July 2026.
Across the 12 months ending September 2026, Jumper 1234’s share of searches among cashmere brands worldwide peaked at 5.5% in September 2026 and was lowest at 1.1% in July 2026.
Across the 12 months ending September 2026, White + Warren’s share of searches among cashmere brands worldwide peaked at 6.3% in October 2025 and was lowest at 4% in June 2026.
Across the 12 months ending September 2026, J.Crew’s share of searches among cashmere brands worldwide peaked at 8.6% in October 2025 and was lowest at 3.2% in June 2026.
Across the 12 months ending September 2026, Chinti & Parker’s share of searches among cashmere brands worldwide peaked at 5.4% in November 2025 and was lowest at 3.3% in March 2026.
Across the 12 months ending September 2026, Jenni Kayne’s share of searches among cashmere brands worldwide peaked at 5% in February 2026 and was lowest at 1.7% in June 2026.
Across the 12 months ending September 2026, Loro Piana’s share of searches among cashmere brands worldwide peaked at 4.5% in July 2026 and was lowest at 2.2% in June 2026.
Across the 12 months ending September 2026, Brunello Cucinelli’s share of searches among cashmere brands worldwide peaked at 3% in February 2026 and was lowest at 1.9% in September 2026.
Across the 12 months ending September 2026, Quince rose from 6th to 5th among cashmere brands worldwide.
Across the 12 months ending September 2026, Jumper 1234 rose from 10th to 6th among cashmere brands worldwide.
Across the 12 months ending September 2026, J.Crew fell from 5th to 8th among cashmere brands worldwide.
Across the 12 months ending September 2026, Chinti & Parker fell from 8th to 9th among cashmere brands worldwide.
Across the 12 months ending September 2026, Jenni Kayne fell from 9th to 10th among cashmere brands worldwide.
Across the 12 months ending September 2026, Allude rose from 13th to 12th among cashmere brands worldwide.
Across the 12 months ending September 2026, Brunello Cucinelli fell from 12th to 13th among cashmere brands worldwide.
Across the 12 months ending September 2026, Loro Piana and Brora held steady: their share of searches among cashmere brands worldwide each moved less than 0.5 percentage points.

How did search popularity change for cashmere brands worldwide in September 2026?

8 changes

In September 2026, Jumper 1234 overtook White + Warren and 5 others to rank 6th among cashmere brands worldwide, with 5.5% of the searches.
In September 2026, Quince gained share of searches among cashmere brands worldwide, from 4.9% to 6.7%.
In September 2026, J.Crew gained share of searches among cashmere brands worldwide, from 4.3% to 5.4%.
In September 2026, White + Warren gained share of searches among cashmere brands worldwide, from 4.9% to 5.5%.
In September 2026, Johnstons of Elgin lost share of searches among cashmere brands worldwide, from 24.5% to 22.4%.
In September 2026, N.Peal lost share of searches among cashmere brands worldwide, from 20.1% to 18.3%.
In September 2026, Naadam lost share of searches among cashmere brands worldwide, from 13.4% to 12.3%.
In September 2026, Pringle of Scotland lost share of searches among cashmere brands worldwide, from 11% to 10%.

How are branded searches counted for cashmere brands?

16 search terms

Each brand's share of searches among cashmere brands comes from the terms listed under its name. When people mostly search for a brand because of something else it sells, only the searches that name this product count here.