Black Lapel vs Hugo Boss:Which is more popular?
In September 2026, Hugo Boss had more branded searches than Black Lapel among men's suit brands worldwide. Hugo Boss had about 33,100 branded searches, while Black Lapel had 1,600. Hugo Boss made up 24.8% of all men's suit brand searches we track, and Black Lapel accounted for 1.2%. When we asked ChatGPT and Google AI Overviews about men's suit brands, Black Lapel and Hugo Boss each appeared in one of the four answers. Black Lapel and Hugo Boss were each mentioned first in one of the two answers that named either.
Who do people search for more?
Hugo Boss, about 21 searches for every 1 for Black Lapel
Who does AI mention more?
Both were mentioned in 1 of 4 answers.
Who does AI recommend more?
Each is named first in 1 of 2 answers.
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Top men's suit brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and one Google AI Overview, Black Lapel and Hugo Boss were each mentioned in one out of four: in one of the three ChatGPT answers, but not in the Google AI Overview. Black Lapel and Hugo Boss were each listed first in one of the two answers that named either.
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.
Suitsupply3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Men's Wearhouse2 of 4Named in 1 of 3 ChatGPT answersNamed in 1 of 1 Google answers
Indochino2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers- Hugo Boss1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- Jos. A. Bank1 of 4Named in 0 of 3 ChatGPT answersNamed in 1 of 1 Google answers
Spier & Mackay1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Black Lapel1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Hockerty0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Brooks Brothers0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
J.Crew0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
See every answer about men's suit brands
4 answers
Asked ChatGPT
“Where's the best place to buy a men's suit?”
Asked ChatGPT
“What are the best suit brands for men?”
Asked ChatGPT
“Which brand makes the best made-to-measure suits?”
Searched Google, AI Overview
“mens suits”
Searched Google, AI Overview
“suits for men”
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 27, 2026.
Is Black Lapel or Hugo Boss more popular in search?
This chart shows how often people search Google for Black Lapel and Hugo Boss by name. Each line represents a brand's share of searches for all 14 men's suit brands we track, month by month, from English-language searches worldwide.
Share of searches by month for Hugo Boss, Black Lapel. The figures are in the table below the chart.
View monthly share of searches table
| Month | Hugo Boss | Hockerty | Brooks Brothers | J.Crew | Men's Wearhouse | Indochino | Jos. A. Bank | Moss | Charles Tyrwhitt | Reiss | Spier & Mackay | Suitsupply | Bonobos | Black Lapel |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 26.6% | 21.7% | 7.9% | 5.2% | 14.6% | 4.3% | 3.5% | 3.5% | 2.4% | 2.4% | 1.6% | 2.9% | 1.9% | 1.6% |
| Nov 2025 | 28.7% | 23.4% | 8.6% | 5% | 7% | 5.7% | 3.8% | 3.8% | 2.5% | 2.1% | 1.7% | 3.1% | 2.1% | 2.5% |
| Dec 2025 | 24.9% | 20.4% | 9.1% | 4.3% | 16.7% | 5% | 4.1% | 3.3% | 2.2% | 1.8% | 1.4% | 3.3% | 1.8% | 1.8% |
| Jan 2026 | 27.3% | 22.3% | 8.2% | 4.3% | 12.2% | 5.5% | 3.6% | 3.6% | 2.4% | 2.4% | 1.6% | 3.6% | 1.6% | 1.3% |
| Feb 2026 | 25.8% | 21.1% | 7.7% | 5% | 11.5% | 6.3% | 3.4% | 4.2% | 2.8% | 2.8% | 1.9% | 4.2% | 1.9% | 1.5% |
| Mar 2026 | 27.2% | 18.2% | 12.2% | 4.3% | 12.2% | 5.4% | 3.6% | 3.6% | 2.4% | 2.4% | 1.6% | 3.6% | 2% | 1% |
| Apr 2026 | 21% | 17.1% | 7.7% | 5% | 21% | 5.1% | 4.2% | 4.2% | 2.3% | 2.3% | 2.3% | 4.2% | 1.9% | 1.9% |
| May 2026 | 21.9% | 17.9% | 8% | 5.2% | 17.9% | 5.3% | 4.4% | 4.4% | 2.9% | 2.4% | 2.4% | 4.4% | 1.9% | 1% |
| Jun 2026 | 20.7% | 16.9% | 7.6% | 5.7% | 20.7% | 5.1% | 3.4% | 5.1% | 2.8% | 2.8% | 1.8% | 5.1% | 1.5% | 1% |
| Jul 2026 | 32.6% | 14.6% | 8% | 5% | 9.7% | 5.3% | 3.6% | 5.3% | 2.9% | 2.9% | 2.4% | 5.3% | 1.6% | 0.86% |
| Aug 2026 | 25.5% | 14% | 17% | 5.9% | 7.6% | 5.1% | 4.1% | 5.1% | 2.8% | 2.8% | 2.3% | 5.1% | 1.8% | 1% |
| Sep 2026 | 24.8% | 20.3% | 9.1% | 8.4% | 7.4% | 4.9% | 4.9% | 4.9% | 3.3% | 3.3% | 2.7% | 2.7% | 2.2% | 1.2% |
Hugo Boss sells other things too, so only its searches that name this product count here, like “hugo boss suits”.
How has the Black Lapel and Hugo Boss comparison changed over the last 12 months?
3 findings
- Hugo Boss was ahead of Black Lapel in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Black Lapel’s share of searches among men's suit brands worldwide moved from 1.6% to 1.2%, and its estimated monthly branded searches moved from 2.4K to 1.6K.
- Across the 12 months ending September 2026, Hugo Boss’ share of searches among men's suit brands worldwide moved from 26.6% to 24.8%, and its estimated monthly branded searches moved from 40.5K to 33.1K.
How did search popularity change for men's suit brands worldwide in September 2026?
2 changes
In September 2026, Hugo Boss lost share of searches among men's suit brands worldwide, from 25.5% to 24.8%.
Estimated monthly branded searches for Black Lapel worldwide fell 33.3% over 12 measured months, from 2.4K to 1.6K in September 2026.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Black Lapel’s and Hugo Boss’ 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.
Black Lapel
1 branded search term
- black lapel
Hugo Boss
1 branded search term
- hugo boss suits
Other head-to-heads among men's suit brands
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