Brandwave

Brooks Brothers vs Eton:Which is more popular?

In September 2026, Brooks Brothers had more branded searches than Eton among men’s shirt brands worldwide. Brooks Brothers had about 49,500 branded searches, while Eton had 27,100. Brooks Brothers made up 2.9% of all men’s shirt brand searches we track, and Eton accounted for 1.6%. When we asked ChatGPT and Google AI Overviews about men’s shirt brands, Brooks Brothers and Eton each appeared in one of the five answers. Brooks Brothers and Eton were each mentioned first in one of the two answers that named either.

Among men’s shirt brands worldwide in September 2026

Who do people search for more?

Brooks Brothers, about 83% more searches than Eton

Brooks Brothers 49.5K searchesEton 27.1K searches

Who does AI mention more?

Both were mentioned in 1 of 5 answers.

Brooks Brothers in 1 of 5Eton in 1 of 5

Who does AI recommend more?

Each is named first in 1 of 2 answers.

Brooks Brothers first in 1Eton first in 1

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Top men’s shirt brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Brooks Brothers and Eton were each mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. Brooks Brothers and Eton 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.

  1. Uniqlo1st
  2. Charles Tyrwhitt2nd
  3. Ralph Lauren3rd
  4. Brooks Brothers4th
  5. Mizzen+Main5th
  6. Eton6th
  7. Van Heusen–
  8. UNTUCKit–
  9. Proper Cloth–
  10. T.M.Lewin–
  11. +2 more

Mentioned by AI

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

  • Charles Tyrwhitt4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Uniqlo4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Ralph Lauren3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Brooks Brothers1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Mizzen+Main1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Eton1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Van Heusen0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • UNTUCKit0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Proper Cloth0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • T.M.Lewin0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+2 more

See every answer about men’s shirt 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 22, 2026.

Is Brooks Brothers or Eton more popular in search?

This chart shows how often people search Google for Brooks Brothers and Eton by name. Each line represents a brand's share of searches for all 12 men’s shirt brands we track, month by month, from English-language searches worldwide.

Brooks Brothers and Eton among men’s shirt brands worldwide, by month

Share of searches by month for Brooks Brothers, Eton. The figures are in the table below the chart.

View monthly share of searches table
MonthCharles TyrwhittVan HeusenRalph LaurenUNTUCKitProper ClothT.M.LewinBrooks BrothersMizzen+MainUniqloEtonTwilloryMinistry of Supply
Oct 202543.2%19.3%13.2%5.8%3.9%3.2%2.6%2.6%1.9%2.1%1.4%0.78%
Nov 202543.4%19.4%10.8%7.1%3.9%3.9%2.1%3.1%1.6%2.1%1.7%0.64%
Dec 202539.4%21.6%10.3%9.7%3.5%3.5%2.9%3.5%1.8%1.9%1.3%0.58%
Jan 202638.4%25.7%11.7%5.2%4.2%4.2%2.3%2.5%1.9%1.9%1.3%0.69%
Feb 202643.2%19.3%11.2%4.8%4.8%3.9%2.6%2.9%2.4%2.6%1.7%0.64%
Mar 202637.3%16.7%24.1%4.1%4.1%2.7%2.2%2.5%1.8%2.2%1.5%0.67%
Apr 202638.3%14%21.7%5.1%5.1%3.4%2.3%3.1%2.4%2.3%1.5%0.56%
May 202646.3%13.8%12.1%6.2%5.1%3.4%2.8%3.1%2.3%2.8%1.5%0.68%
Jun 202646.6%17%10.4%6.2%4.2%3.4%2.8%2.9%2.1%2.3%1.5%0.46%
Jul 202642.1%28.2%9.4%3.8%3.1%3.1%2.5%2.3%1.9%1.7%1.4%0.41%
Aug 202647.4%17.3%10.6%4.3%4.3%4.3%2.8%2.6%2.2%1.9%1.9%0.47%
Sep 202647.8%17.5%10.2%5.3%4.3%3.5%2.9%2.6%2.2%1.6%1.6%0.47%

How has the Brooks Brothers and Eton comparison changed over the last 12 months?

3 findings
  • Brooks Brothers was ahead of Eton in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Brooks Brothers’ share of searches among men’s shirt brands worldwide moved from 2.6% to 2.9%, and its estimated monthly branded searches moved from 40.5K to 49.5K.
  • Across the 12 months ending September 2026, Eton’s share of searches among men’s shirt brands worldwide moved from 2.1% to 1.6%, and its estimated monthly branded searches moved from 33.1K to 27.1K.

How did search popularity change for men’s shirt brands worldwide in September 2026?

2 changes

  1. Estimated monthly branded searches for Brooks Brothers worldwide rose 22.2% over 12 measured months, from 40.5K to 49.5K in September 2026.

  2. Estimated monthly branded searches for Eton worldwide fell 18.1% over 12 measured months, from 33.1K to 27.1K in September 2026.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Brooks Brothers’ and Eton’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.

Brooks Brothers

1 branded search term

  • brooks brothers shirts

Eton

1 branded search term

  • eton shirts

How the Brand Demand Index is measured

Other head-to-heads among men’s shirt brands

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