Brandwave

Brooks Brothers vs Hugo Boss:Which is more popular?

In September 2026, Hugo Boss had more branded searches than Brooks Brothers among polo shirt brands worldwide. Hugo Boss had about 24,700 branded searches, while Brooks Brothers had 9,900. Hugo Boss made up 6.3% of all polo shirt brand searches we track, and Brooks Brothers accounted for 2.5%. When we asked ChatGPT and Google AI Overviews about polo shirt brands, Brooks Brothers appeared in one of the five answers and Hugo Boss in none.

Among polo shirt brands worldwide in September 2026

Who do people search for more?

Hugo Boss, about 2 searches for every 1 for Brooks Brothers

Hugo Boss 24.7K searchesBrooks Brothers 9.9K searches

Who does AI mention more?

Brooks Brothers, mentioned in 1 of 5 answers, Hugo Boss in 0

Brooks Brothers in 1 of 5Hugo Boss in 0 of 5

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Top polo shirt brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Brooks Brothers was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. Hugo Boss did not appear in any of the five answers.

Most recommended by AI

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

  1. Ralph Lauren1st
  2. Lacoste2nd
  3. Peter Millar3rd
  4. J.Crew4th
  5. Uniqlo5th
  6. Sunspel6th
  7. Brooks Brothers7th
  8. Fred Perry8th
  9. Hugo Boss–
  10. Tommy Hilfiger–
  11. +2 more

Mentioned by AI

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

  • Ralph Lauren4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Lacoste3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Uniqlo3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • J.Crew3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Peter Millar2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Fred Perry1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Sunspel1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Brooks Brothers1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Hugo Boss0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Tommy Hilfiger0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+2 more

See every answer about polo 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 25, 2026.

Is Brooks Brothers or Hugo Boss more popular in search?

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

Brooks Brothers and Hugo Boss among polo shirt brands worldwide, by month

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

View monthly share of searches table
MonthRalph LaurenFred PerryLacostePeter MillarHugo BossTommy HilfigerSunspelBrooks BrothersUniqloPsycho BunnyOriginal PenguinJ.Crew
Oct 202535.2%22.9%15.8%2.6%7.3%4.7%1.2%2.1%2.6%3.2%2.1%0.32%
Nov 202537.7%20%16.9%2.3%7.8%5.1%1%1.5%2.3%3.4%1.8%0.28%
Dec 202539.7%21.1%14.6%2.4%8.3%4.4%0.87%1.3%1.9%2.9%2.4%0.24%
Jan 202631.9%23.9%17.5%2.3%7.1%5.2%1.3%1.9%2.9%2.9%2.9%0.31%
Feb 202642%19.5%15.4%2.1%6.3%4.6%1.4%1.7%2.5%2.5%1.7%0.31%
Mar 202640.4%20.2%14.8%2.4%6.9%4.4%2%2%2.4%2.4%1.6%0.47%
Apr 202640.6%18.9%14.9%5.5%5.7%3.7%3%1.6%2.4%2%1.3%0.38%
May 202640.6%17.7%15%5.5%5%3.7%4.5%1.6%2.4%2%1.6%0.4%
Jun 202641.1%15.6%15.1%6.8%5%3.7%3.7%2%2.5%1.7%2.5%0.4%
Jul 202636.9%17.2%16.6%6.1%5.6%4.1%5%1.8%2.2%1.8%2.2%0.44%
Aug 202628.1%18.2%15.4%12.6%6.3%4.6%5.6%2.1%2.5%2.1%2.1%0.5%
Sep 202628%17.2%15.4%15.4%6.3%4.6%3.8%2.5%2.5%2.1%1.7%0.48%

Hugo Boss sells other things too, so only its searches that name this product count here, like “boss polo”.

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

3 findings
  • Hugo Boss was ahead of Brooks Brothers in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Brooks Brothers’ share of searches among polo shirt brands worldwide moved from 2.1% to 2.5%, and its estimated monthly branded searches moved from 6.6K to 9.9K.
  • Across the 12 months ending September 2026, Hugo Boss’ share of searches among polo shirt brands worldwide moved from 7.3% to 6.3%, and its estimated monthly branded searches moved from 22.9K to 24.7K.

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

2 changes

  1. Hugo Boss’ share of searches among polo shirt brands worldwide has gained ground for 3 months in a row, from 5% to 6.3% in September 2026.

  2. In September 2026, Brooks Brothers rose from 9th to 8th among polo shirt brands worldwide.

How are branded searches counted?

3 search terms

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

Brooks Brothers

1 branded search term

  • brooks brothers polo

Hugo Boss

2 branded search terms

  • boss polo
  • hugo boss polo

How the Brand Demand Index is measured

Other head-to-heads among polo shirt brands

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