Brandwave

First Lite vs Stone Glacier:Which is more popular?

In September 2026, First Lite had more branded searches than Stone Glacier among hunting clothing brands worldwide. First Lite had about 90,500 branded searches, while Stone Glacier had 27,100. First Lite made up 16% of all hunting clothing brand searches we track, and Stone Glacier accounted for 4.8%. When we asked ChatGPT and Google AI Overviews about hunting clothing brands, First Lite appeared in all five answers and Stone Glacier in three. First Lite was mentioned before Stone Glacier in four out of five answers.

Among hunting clothing brands worldwide in September 2026

Who do people search for more?

First Lite, about 3 searches for every 1 for Stone Glacier

First Lite 90.5K searchesStone Glacier 27.1K searches

Who does AI mention more?

First Lite, mentioned in every answer we collected

First Lite in 5 of 5Stone Glacier in 3 of 5

Who does AI recommend more?

First Lite, named ahead of Stone Glacier in 4 of 5 answers

First Lite first in 4Stone Glacier first in 1

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Top hunting clothing brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, First Lite appeared in all five answers. Stone Glacier was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. First Lite was listed before Stone Glacier in four out of five answers.

Most recommended by AI

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

  1. Sitka1st
  2. Kuiu2nd
  3. First Lite3rd
  4. Stone Glacier4th
  5. Forloh5th
  6. Ridgeline–
  7. Hunters Element–

Mentioned by AI

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

  • Kuiu5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • First Lite5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Sitka5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Forloh4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Stone Glacier3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Ridgeline0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Hunters Element0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about hunting clothing brands

5 answers

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 21, 2026.

Is First Lite or Stone Glacier more popular in search?

This chart shows how often people search Google for First Lite and Stone Glacier by name. Each line represents a brand's share of searches for all seven hunting clothing brands we track, month by month, from English-language searches worldwide.

First Lite and Stone Glacier among hunting clothing brands worldwide, by month

Share of searches by month for First Lite, Stone Glacier. The figures are in the table below the chart.

View monthly share of searches table
MonthKuiuFirst LiteRidgelineStone GlacierHunters ElementSitkaForloh
Oct 202563.8%19.1%8.6%4.7%1.4%1.7%0.62%
Nov 202556.4%25.2%9.3%4.1%1.5%2.8%0.68%
Dec 202560.2%18%12.1%4.4%1.6%3%0.72%
Jan 202659.9%14.7%14.7%5.4%2%2.4%0.88%
Feb 202660.1%14.8%14.8%5.4%2.4%1.6%0.87%
Mar 202654.3%13.3%19.9%6%4%1.8%0.79%
Apr 202653.7%13.2%19.7%5.9%4.8%1.8%0.94%
May 202658.7%14.4%14.4%5.3%5.3%1.1%0.85%
Jun 202655.4%13.6%16.6%7.4%5%1.2%0.81%
Jul 202658.4%14.4%14.4%6.4%4.3%1%1%
Aug 202658.9%21.5%9.7%5.3%2.9%1.1%0.7%
Sep 202665%16%10.7%4.8%1.7%1.2%0.64%

How has the First Lite and Stone Glacier comparison changed over the last 12 months?

3 findings

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

2 changes

  1. In September 2026, First Lite lost share of searches among hunting clothing brands worldwide, from 21.5% to 16%.

  2. In September 2026, Stone Glacier lost share of searches among hunting clothing brands worldwide, from 5.3% to 4.8%.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using First Lite’s and Stone Glacier’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.

First Lite

1 branded search term

  • first lite

Stone Glacier

1 branded search term

  • stone glacier

How the Brand Demand Index is measured

Other head-to-heads among hunting clothing brands

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