First Lite vs Patagonia:Which is more popular?
In September 2026, Patagonia had more branded searches than First Lite among base layer brands worldwide. Patagonia had about 2.7 million branded searches, while First Lite had 90,500. Patagonia made up 69.2% of all base layer brand searches we track, and First Lite accounted for 2.3%. When we asked ChatGPT and Google AI Overviews about base layer brands, Patagonia appeared in four of the five answers and First Lite in none.
Who do people search for more?
Patagonia, about 30 searches for every 1 for First Lite
Who does AI mention more?
Patagonia, mentioned in 4 of 5 answers, First Lite in 0
Who does AI recommend more?
Patagonia, the only one of the two named
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Top base layer brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Patagonia was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. First Lite 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.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
Smartwool5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers- Patagonia4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Columbia1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Carhartt1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Ariat0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Castelli0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
First Lite0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Burton0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about base layer brands
5 answers
Asked ChatGPT
“Which base layer brand should I buy?”
Asked ChatGPT
“What are the best base layer brands?”
Asked ChatGPT
“What's the best base layer brand for cold weather layering?”
Searched Google, AI Overview
“best base layers”
Searched Google, AI Overview
“thermal base layer”
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 20, 2026.
Is First Lite or Patagonia more popular in search?
This chart shows how often people search Google for First Lite and Patagonia by name. Each line represents a brand's share of searches for all eight base layer brands we track, month by month, from English-language searches worldwide.
Share of searches by month for Patagonia, First Lite. The figures are in the table below the chart.
View monthly share of searches table
| Month | Patagonia | Ariat | Columbia | Castelli | First Lite | Smartwool | Burton | Carhartt |
|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 73.6% | 12.1% | 6.6% | 2.4% | 2.4% | 2.4% | 0.4% | 0.02% |
| Nov 2025 | 67.8% | 13.6% | 10.2% | 1.8% | 2.7% | 3.3% | 0.55% | 0.03% |
| Dec 2025 | 64.2% | 15.7% | 10.9% | 1.7% | 1.7% | 4.7% | 0.95% | 0.05% |
| Jan 2026 | 71.9% | 11.8% | 8.2% | 2.4% | 1.1% | 3.5% | 1.1% | 0.03% |
| Feb 2026 | 73.6% | 12.1% | 6.6% | 3% | 1.1% | 3% | 0.73% | 0.01% |
| Mar 2026 | 74.1% | 14.9% | 4.9% | 3% | 0.9% | 2% | 0.27% | <0.01% |
| Apr 2026 | 70.3% | 17.3% | 5.1% | 4.2% | 1% | 1.9% | 0.14% | <0.01% |
| May 2026 | 70.4% | 17.3% | 4.7% | 4.2% | 1.3% | 1.9% | 0.11% | <0.01% |
| Jun 2026 | 71.4% | 17.5% | 4.4% | 3.5% | 1.1% | 1.9% | 0.11% | <0.01% |
| Jul 2026 | 73.6% | 14.8% | 4.6% | 3.6% | 1.3% | 2% | 0.14% | <0.01% |
| Aug 2026 | 68.6% | 16.8% | 5.2% | 4.1% | 2.8% | 2.3% | 0.2% | <0.01% |
| Sep 2026 | 69.2% | 17% | 6.2% | 2.8% | 2.3% | 2.3% | 0.31% | <0.01% |
How has the First Lite and Patagonia comparison changed over the last 12 months?
3 findings
- Patagonia was ahead of First Lite in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, First Lite’s share of searches among base layer brands worldwide moved from 2.4% to 2.3%, and its estimated monthly branded searches moved from 135K to 90.5K.
- Across the 12 months ending September 2026, Patagonia’s share of searches among base layer brands worldwide moved from 73.6% to 69.2%, and its estimated monthly branded searches moved from 4.1M to 2.7M.
How did search popularity change for base layer brands worldwide in September 2026?
2 changes
In September 2026, Patagonia gained share of searches among base layer brands worldwide, from 68.6% to 69.2%.
Estimated monthly branded searches for First Lite worldwide fell 33% over 12 measured months, from 135K to 90.5K in September 2026.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using First Lite’s and Patagonia’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.
First Lite
1 branded search term
- first lite
Patagonia
1 branded search term
- patagonia
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