Sustainable clothing brands:Which are most popular?

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

In September 2026, Patagonia was the most searched sustainable clothing brand worldwide, accounting for 64% of all searches among the 13 brands we track. When we checked with ChatGPT and Google AI Overviews, Pact showed up in every answer. Pact was recommended most often, coming first in one out of four responses.

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Top sustainable clothing brands in ChatGPT and Google AI Overviews

In Brandwave's three ChatGPT questions and one Google AI Overview, Pact appeared every time. Pact was recommended most often, coming first in one out of four answers. Patagonia was second, and Quince was third. Armedangels, 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
Pact	Named in 3 of 3 ChatGPT answers	Named in 1 of 1 Google AI Overviews	4 of 4
Patagonia	Named in 2 of 3 ChatGPT answers	Named in 1 of 1 Google AI Overviews	3 of 4
Kotn	Named in 3 of 3 ChatGPT answers	Named in 0 of 1 Google AI Overviews	3 of 4
Reformation	Named in 2 of 3 ChatGPT answers	Named in 1 of 1 Google AI Overviews	3 of 4
Quince	Named in 1 of 3 ChatGPT answers	Named in 1 of 1 Google AI Overviews	2 of 4
EILEEN FISHER	Named in 2 of 3 ChatGPT answers	Named in 0 of 1 Google AI Overviews	2 of 4
Outerknown	Named in 1 of 3 ChatGPT answers	Named in 1 of 1 Google AI Overviews	2 of 4
Everlane	Named in 1 of 3 ChatGPT answers	Named in 0 of 1 Google AI Overviews	1 of 4
Girlfriend Collective	Named in 1 of 3 ChatGPT answers	Named in 0 of 1 Google AI Overviews	1 of 4
tentree	Named in 1 of 3 ChatGPT answers	Named in 0 of 1 Google AI Overviews	1 of 4
Armedangels	Named in 0 of 3 ChatGPT answers	Named in 0 of 1 Google AI Overviews	0 of 4
Organic Basics	Named in 0 of 3 ChatGPT answers	Named in 0 of 1 Google AI Overviews	0 of 4
Christy Dawn	Named in 0 of 3 ChatGPT answers	Named in 0 of 1 Google AI Overviews	0 of 4

Pact4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
Patagonia3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
Kotn3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Reformation3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
Quince2 of 4Named in 1 of 3 ChatGPT answersNamed in 1 of 1 Google answers
EILEEN FISHER2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Outerknown2 of 4Named in 1 of 3 ChatGPT answersNamed in 1 of 1 Google answers
Everlane1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Girlfriend Collective1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
tentree1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Armedangels0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Organic Basics0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Christy Dawn0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers

See every answer about sustainable clothing brands

4 answers

Asked ChatGPT
“Which sustainable clothing brands should I buy from?”
1. 1Patagonia
2. 2Pact
3. 3EILEEN FISHER
4. 4Kotn
5. 5Reformation
6. 6tentree
Asked ChatGPT
“What are the best sustainable clothing brands?”
1. 1Patagonia
2. 2Pact
3. 3Kotn
4. 4EILEEN FISHER
5. 5Reformation
6. 6Girlfriend Collective
7. 7Outerknown
Asked ChatGPT
“Where can I buy affordable sustainable clothing?”
1. 1Quince
2. 2Pact
3. 3Kotn
4. 4Everlane
Searched Google, AI Overview
“sustainable clothing brands”
1. 1Pact
2. 2Quince
3. 3Patagonia
4. 4Outerknown
5. 5Reformation
Searched Google, AI Overview
“sustainable clothing”
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 25, 2026.

Which sustainable clothing brands do people search for most?

This chart shows how often people search Google for each sustainable clothing brand by name. Each line represents a brand's share of searches for all 13 sustainable clothing brands we track, month by month, from English-language searches worldwide.

Share of searches among sustainable clothing brands worldwide, by month

Month	Patagonia	Quince	Everlane	Armedangels	EILEEN FISHER	Pact	Kotn	Reformation	Organic Basics	Outerknown	Christy Dawn	Girlfriend Collective	tentree
Oct 2025	72.5%	4.4%	8%	2.9%	2.4%	2.1%	2%	2.1%	1.3%	0.72%	0.48%	0.72%	0.48%
Nov 2025	72.7%	4.4%	8%	2.4%	2.4%	2.6%	1.6%	2%	1.6%	0.72%	0.39%	0.72%	0.59%
Dec 2025	72%	6.5%	6.5%	2.4%	2.4%	2.1%	2.4%	2.1%	1.3%	0.71%	0.39%	0.71%	0.58%
Jan 2026	73.2%	5.4%	6.6%	2.4%	3%	1.7%	1.6%	2.5%	1.6%	0.59%	0.4%	0.72%	0.4%
Feb 2026	71.5%	5.3%	6.4%	2.9%	2.9%	2.5%	1.6%	2.9%	1.6%	0.71%	0.47%	0.86%	0.39%
Mar 2026	66.4%	6%	7.3%	3.3%	3.3%	3.4%	2.2%	3.8%	1.8%	0.66%	0.66%	0.8%	0.44%
Apr 2026	61.6%	6.8%	6.8%	3.7%	3.7%	5.7%	2.5%	4.3%	2%	0.74%	0.74%	0.91%	0.5%
May 2026	56.9%	7.6%	11.4%	3.4%	4.2%	4.3%	2.8%	4.7%	1.9%	0.69%	0.69%	0.69%	0.56%
Jun 2026	64.4%	7.1%	5.8%	3.2%	3.9%	4%	2.6%	4.4%	2.1%	0.78%	0.64%	0.78%	0.43%
Jul 2026	65.1%	7.1%	4.8%	2.6%	3.9%	4%	3.2%	4.4%	2.1%	0.79%	0.64%	0.79%	0.43%
Aug 2026	63.7%	8.6%	4.7%	2.6%	3.8%	3.9%	3.1%	4.5%	2.1%	0.94%	0.77%	0.77%	0.52%
Sep 2026	64%	8.6%	5.7%	3.9%	3.9%	3.3%	3.2%	3.1%	2.1%	0.77%	0.52%	0.52%	0.52%

Rank	Brand	Share of searches	Estimated monthly branded searches	vs prior month	Share change
1, held 1st	Patagonia	64%	2.7M	0%	+0.3 points
2, held 2nd	Quince	8.6%	368K	0%	0 points
3, held 3rd	Everlane	5.7%	246K	+22.4%	+1.1 points
4, moved from 8th to 4th	Armedangels	3.9%	165K	+50%	+1.3 pointsmoved from 8th to 4th
5, moved from 6th to 5th	EILEEN FISHER	3.9%	165K	0%	0 pointsmoved from 6th to 5th
6, moved from 5th to 6th	Pact	3.3%	139K	-17.7%	-0.7 pointsmoved from 5th to 6th
7, held 7th	Kotn	3.2%	135K	0%	0 points
8, moved from 4th to 8th	Reformation	3.1%	132K	-31.2%	-1.4 pointsmoved from 4th to 8th
9, held 9th	Organic Basics	2.1%	90.5K	0%	0 points
10, held 10th	Outerknown	0.77%	33.1K	-18.3%	-0.2 points
11, held 11th	Christy Dawn	0.52%	22.2K	-32.9%	-0.3 points
12, held 12th	Girlfriend Collective	0.52%	22.2K	-32.9%	-0.3 points
13, held 13th	tentree	0.52%	22.2K	0%	0 points

1.Patagonia
64%
Held 1st. 2.7M estimated branded searches, 0% vs prior month. Share +0.3 points.
2.Quince
8.6%
Held 2nd. 368K estimated branded searches, 0% vs prior month. Share 0 points.
3.Everlane
5.7%
Held 3rd. 246K estimated branded searches, +22.4% vs prior month. Share +1.1 points.
4.Armedangels
3.9%
Moved from 8th to 4th. 165K estimated branded searches, +50% vs prior month. Share +1.3 points.
5.EILEEN FISHER
3.9%
Moved from 6th to 5th. 165K estimated branded searches, 0% vs prior month. Share 0 points.
6.Pact
3.3%
Moved from 5th to 6th. 139K estimated branded searches, -17.7% vs prior month. Share -0.7 points.
7.Kotn
3.2%
Held 7th. 135K estimated branded searches, 0% vs prior month. Share 0 points.
8.Reformation
3.1%
Moved from 4th to 8th. 132K estimated branded searches, -31.2% vs prior month. Share -1.4 points.
9.Organic Basics
2.1%
Held 9th. 90.5K estimated branded searches, 0% vs prior month. Share 0 points.
10.Outerknown
0.77%
Held 10th. 33.1K estimated branded searches, -18.3% vs prior month. Share -0.2 points.
11.Christy Dawn
0.52%
Held 11th. 22.2K estimated branded searches, -32.9% vs prior month. Share -0.3 points.
12.Girlfriend Collective
0.52%
Held 12th. 22.2K estimated branded searches, -32.9% vs prior month. Share -0.3 points.
13.tentree
0.52%
Held 13th. 22.2K estimated branded searches, 0% vs prior month. Share 0 points.

Which brand is most popular in search among sustainable clothing brands worldwide?

13 brands

In September 2026, Patagonia was the most searched among sustainable clothing brands worldwide, with an estimated 2.7M branded searches, 64% of all searches for the 13 we track. Quince is in 2nd place, 55.4 percentage points behind at 8.6%.

Global sustainable clothing brands, last 12 months ending September 2026
Brand	Share of searches	Peak	Low	Rank
Patagonia	72.5% → 64%	73.2%Jan 2026	56.9%May 2026	1st
Quince	4.4% → 8.6%	8.6%Sep 2026	4.4%Oct 2025	3rd → 2nd
Everlane	8% → 5.7%	11.4%May 2026	4.7%Aug 2026	2nd → 3rd
Armedangels	2.9% → 3.9%	3.9%Sep 2026	2.4%Dec 2025	4th
EILEEN FISHER	2.4% → 3.9%	4.2%May 2026	2.4%Dec 2025	5th
Pact	2.1% → 3.3%	5.7%Apr 2026	1.7%Jan 2026	7th → 6th
Kotn	2% → 3.2%	3.2%Jul 2026	1.6%Feb 2026	8th → 7th
Reformation	2.1% → 3.1%	4.7%May 2026	2%Nov 2025	6th → 8th
Organic Basics	1.3% → 2.1%	2.1%Jul 2026	1.3%Dec 2025	9th
Outerknown	0.72% → 0.77%	0.94%Aug 2026	0.59%Jan 2026	11th → 10th
Christy Dawn	0.48% → 0.52%	0.77%Aug 2026	0.39%Dec 2025	12th → 11th
Girlfriend Collective	0.72% → 0.52%	0.91%Apr 2026	0.52%Sep 2026	10th → 12th
tentree	0.48% → 0.52%	0.59%Nov 2025	0.39%Feb 2026	13th

Each finding as a sentence

Across the 12 months ending September 2026, Patagonia’s share of searches among sustainable clothing brands worldwide decreased from 72.5% to 64%.
Across the 12 months ending September 2026, Quince’s share of searches among sustainable clothing brands worldwide increased from 4.4% to 8.6%.
Across the 12 months ending September 2026, Everlane’s share of searches among sustainable clothing brands worldwide decreased from 8% to 5.7%.
Across the 12 months ending September 2026, Armedangels’ share of searches among sustainable clothing brands worldwide increased from 2.9% to 3.9%.
Across the 12 months ending September 2026, EILEEN FISHER’s share of searches among sustainable clothing brands worldwide increased from 2.4% to 3.9%.
Across the 12 months ending September 2026, Pact’s share of searches among sustainable clothing brands worldwide increased from 2.1% to 3.3%.
Across the 12 months ending September 2026, Kotn’s share of searches among sustainable clothing brands worldwide increased from 2% to 3.2%.
Across the 12 months ending September 2026, Reformation’s share of searches among sustainable clothing brands worldwide increased from 2.1% to 3.1%.
Across the 12 months ending September 2026, Organic Basics’ share of searches among sustainable clothing brands worldwide increased from 1.3% to 2.1%.
Across the 12 months ending September 2026, Patagonia’s share of searches among sustainable clothing brands worldwide peaked at 73.2% in January 2026 and was lowest at 56.9% in May 2026.
Across the 12 months ending September 2026, Everlane’s share of searches among sustainable clothing brands worldwide peaked at 11.4% in May 2026 and was lowest at 4.7% in August 2026.
Across the 12 months ending September 2026, Armedangels’ share of searches among sustainable clothing brands worldwide peaked at 3.9% in September 2026 and was lowest at 2.4% in December 2025.
Across the 12 months ending September 2026, EILEEN FISHER’s share of searches among sustainable clothing brands worldwide peaked at 4.2% in May 2026 and was lowest at 2.4% in December 2025.
Across the 12 months ending September 2026, Pact’s share of searches among sustainable clothing brands worldwide peaked at 5.7% in April 2026 and was lowest at 1.7% in January 2026.
Across the 12 months ending September 2026, Kotn’s share of searches among sustainable clothing brands worldwide peaked at 3.2% in July 2026 and was lowest at 1.6% in February 2026.
Across the 12 months ending September 2026, Reformation’s share of searches among sustainable clothing brands worldwide peaked at 4.7% in May 2026 and was lowest at 2% in November 2025.
Across the 12 months ending September 2026, Quince rose from 3rd to 2nd among sustainable clothing brands worldwide.
Across the 12 months ending September 2026, Everlane fell from 2nd to 3rd among sustainable clothing brands worldwide.
Across the 12 months ending September 2026, Pact rose from 7th to 6th among sustainable clothing brands worldwide.
Across the 12 months ending September 2026, Kotn rose from 8th to 7th among sustainable clothing brands worldwide.
Across the 12 months ending September 2026, Reformation fell from 6th to 8th among sustainable clothing brands worldwide.
Across the 12 months ending September 2026, Outerknown rose from 11th to 10th among sustainable clothing brands worldwide.
Across the 12 months ending September 2026, Christy Dawn rose from 12th to 11th among sustainable clothing brands worldwide.
Across the 12 months ending September 2026, Girlfriend Collective fell from 10th to 12th among sustainable clothing brands worldwide.
Across the 12 months ending September 2026, tentree held steady: its share of searches among sustainable clothing brands worldwide moved less than 0.5 percentage points.

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

8 changes

In September 2026, Armedangels overtook Reformation and 3 others to rank 4th among sustainable clothing brands worldwide, with 3.9% of the searches.
In September 2026, Everlane gained share of searches among sustainable clothing brands worldwide, from 4.7% to 5.7%.
In September 2026, Reformation lost share of searches among sustainable clothing brands worldwide, from 4.5% to 3.1%.
In September 2026, Pact lost share of searches among sustainable clothing brands worldwide, from 3.9% to 3.3%.
Quince’s share of searches among sustainable clothing brands worldwide has gained ground for 3 months in a row, from 7.1% to 8.6% in September 2026.
Estimated monthly branded searches for Kotn worldwide rose 22.7% over 12 measured months, from 110K to 135K in September 2026.
Estimated monthly branded searches for Organic Basics worldwide rose 22.3% over 12 measured months, from 74K to 90.5K in September 2026.
Estimated monthly branded searches for EILEEN FISHER worldwide rose 22.2% over 12 measured months, from 135K to 165K in September 2026.

How are branded searches counted for sustainable clothing brands?

15 search terms

Each brand's share of searches among sustainable clothing 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.