Brandwave

Calvin Klein vs Uniqlo:Which is more popular?

In September 2026, Uniqlo had more branded searches than Calvin Klein among underwear brands worldwide. Uniqlo had about 13.6 million branded searches, while Calvin Klein had 3.4 million. Uniqlo made up 65.1% of all underwear brand searches we track, and Calvin Klein accounted for 16%. When we asked ChatGPT and Google AI Overviews about underwear brands, Calvin Klein appeared in all five answers and Uniqlo in four. Calvin Klein was mentioned before Uniqlo in every answer.

Among underwear brands worldwide in September 2026

Who do people search for more?

Uniqlo, about 4 searches for every 1 for Calvin Klein

Uniqlo 13.6M searchesCalvin Klein 3.4M searches

Who does AI mention more?

Calvin Klein, mentioned in every answer we collected

Calvin Klein in 5 of 5Uniqlo in 4 of 5

Who does AI recommend more?

Calvin Klein, named ahead of Uniqlo in every answer

Calvin Klein first in 5Uniqlo never first

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Top underwear brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Calvin Klein appeared in all five answers. Uniqlo was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Calvin Klein was listed before Uniqlo in every answer.

Most recommended by AI

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

  1. Calvin Klein1st
  2. Uniqlo2nd
  3. SKIMS3rd
  4. MeUndies4th
  5. Tommy John5th
  6. Quince6th
  7. Hanes7th
  8. Intimissimi8th
  9. Mack Weldon9th
  10. Jockey–
  11. +2 more

Mentioned by AI

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

  • Calvin Klein5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Uniqlo4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • MeUndies3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • SKIMS3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Intimissimi2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Quince2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Hanes2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Tommy John2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Mack Weldon2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Jockey0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+2 more

See every answer about underwear 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 Calvin Klein or Uniqlo more popular in search?

This chart shows how often people search Google for Calvin Klein and Uniqlo by name. Each line represents a brand's share of searches for all 12 underwear brands we track, month by month, from English-language searches worldwide.

Calvin Klein and Uniqlo among underwear brands worldwide, by month

Share of searches by month for Uniqlo, Calvin Klein. The figures are in the table below the chart.

View monthly share of searches table
MonthUniqloCalvin KleinIntimissimiQuinceJockeyHanesMeUndiesStep OneTommy JohnSKIMSMack WeldonBonds
Oct 202568.2%13.8%13.8%1.1%0.83%0.55%0.55%0.36%0.37%0.3%0.17%0.09%
Nov 202566%16.2%13.2%1.1%0.65%0.53%0.65%0.62%0.53%0.24%0.24%0.07%
Dec 202561.4%15.1%18.5%1.5%0.74%0.61%0.74%0.4%0.41%0.22%0.22%0.08%
Jan 202666%13.3%16.3%1.3%0.8%0.54%0.8%0.33%0.24%0.24%0.16%0.07%
Feb 202658.9%21.7%14.5%1.4%0.88%0.58%0.72%0.44%0.32%0.32%0.18%0.08%
Mar 202660.7%22.3%12.2%1.4%0.9%0.6%0.6%0.4%0.27%0.27%0.15%0.07%
Apr 202667.2%16.5%11.1%1.6%0.99%0.67%0.67%0.44%0.37%0.3%0.16%0.07%
May 202662.9%18.9%12.7%1.8%1.1%0.62%0.62%0.41%0.42%0.34%0.15%0.07%
Jun 202660.7%18.3%15%1.7%1.3%0.74%0.74%0.49%0.33%0.4%0.18%0.08%
Jul 202660.6%18.3%15%1.7%1.3%0.74%0.74%0.48%0.4%0.49%0.15%0.08%
Aug 202663.2%15.6%12.7%1.8%1.1%0.63%0.63%0.5%3.1%0.42%0.15%0.08%
Sep 202665.1%16%13.1%1.9%1.2%0.65%0.65%0.44%0.35%0.29%0.16%0.09%

How has the Calvin Klein and Uniqlo comparison changed over the last 12 months?

3 findings
  • Uniqlo was ahead of Calvin Klein in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Calvin Klein’s share of searches among underwear brands worldwide moved from 13.8% to 16%, and its estimated monthly branded searches held steady at 3.4M.
  • Across the 12 months ending September 2026, Uniqlo’s share of searches among underwear brands worldwide moved from 68.2% to 65.1%, and its estimated monthly branded searches moved from 16.6M to 13.6M.

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

1 change

  1. In September 2026, Uniqlo gained share of searches among underwear brands worldwide, from 63.2% to 65.1%.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Calvin Klein’s and Uniqlo’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.

Calvin Klein

1 branded search term

  • calvin klein

Uniqlo

1 branded search term

  • uniqlo

How the Brand Demand Index is measured

Other head-to-heads among underwear brands

Creator with pink hair and a pink jacket

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