Brandwave

Florence Marine X vs Patagonia:Which is more popular?

In September 2026, Patagonia had more branded searches than Florence Marine X among surf brands worldwide. Patagonia had about 2.7 million branded searches, while Florence Marine X had 9,900. Patagonia made up 57% of all surf brand searches we track, and Florence Marine X accounted for 0.21%. When we asked ChatGPT and Google AI Overviews about surf brands, Florence Marine X and Patagonia each appeared in three of the five answers. Patagonia was mentioned before Florence Marine X in three out of four answers that named either.

Among surf brands worldwide in September 2026

Who do people search for more?

Patagonia, about 277 searches for every 1 for Florence Marine X

Patagonia 2.7M searchesFlorence Marine X 9.9K searches

Who does AI mention more?

Both were mentioned in 3 of 5 answers.

Florence Marine X in 3 of 5Patagonia in 3 of 5

Who does AI recommend more?

Patagonia, named ahead of Florence Marine X in 3 of 4 answers

Patagonia first in 3Florence Marine X first in 1

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Top surf brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Florence Marine X was mentioned in three out of five: in one of the three ChatGPT answers and in both Google AI Overviews. Patagonia was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Patagonia was listed before Florence Marine X in three out of four answers that named either.

Most recommended by AI

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

  1. Rip Curl1st
  2. Billabong2nd
  3. O'Neill3rd
  4. Vissla4th
  5. Patagonia5th
  6. Outerknown6th
  7. Quiksilver7th
  8. Xcel8th
  9. Florence Marine X9th
  10. Volcom10th
  11. +1 more

Mentioned by AI

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

  • Rip Curl5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • O'Neill5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Billabong4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Vissla4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Patagonia3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Quiksilver3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Outerknown3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Florence Marine X3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Xcel3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Roxy1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+1 more

See every answer about surf brands

5 answers

Brands are shown in the order each answer named them. The survey took place in the United States on October 21, 2026.

Is Florence Marine X or Patagonia more popular in search?

This chart shows how often people search Google for Florence Marine X and Patagonia by name. Each line represents a brand's share of searches for all 11 surf brands we track, month by month, from English-language searches worldwide.

Florence Marine X and Patagonia among surf brands worldwide, by month

Share of searches by month for Patagonia, Florence Marine X. The figures are in the table below the chart.

View monthly share of searches table
MonthPatagoniaRoxyBillabongRip CurlO'NeillQuiksilverVolcomOuterknownVisslaFlorence Marine XXcel
Oct 202566.2%7.3%7.3%6%4%4%4%0.66%0.36%0.13%0.2%
Nov 202566.6%7.3%7.3%6%4.1%3.3%4%0.66%0.36%0.13%0.2%
Dec 202561.7%8.3%8.3%6.8%4.6%4.5%4.5%0.61%0.33%0.15%0.18%
Jan 202660.7%10%8.2%6.7%4.5%4.5%4.5%0.49%0.33%0.12%0.15%
Feb 202663.6%8.5%8.5%5.7%4.7%3.8%3.8%0.63%0.34%0.15%0.15%
Mar 202659.4%9.7%9.7%6.5%5.4%4.4%3.6%0.59%0.39%0.18%0.18%
Apr 202655%11%11%7.4%5%4.9%4%0.66%0.45%0.2%0.24%
May 202654.4%10.9%10.9%7.3%6%4.9%4%0.66%0.54%0.2%0.24%
Jun 202654.4%10.9%10.9%7.3%6%4.9%4%0.66%0.54%0.24%0.2%
Jul 202652.4%12.9%10.5%7%7.1%4.7%3.8%0.63%0.52%0.23%0.19%
Aug 202654.3%10.9%10.9%7.3%6%4.9%4%0.8%0.54%0.24%0.2%
Sep 202657%11.4%9.4%6.3%5.2%5.1%4.2%0.69%0.46%0.21%0.21%

How has the Florence Marine X and Patagonia comparison changed over the last 12 months?

3 findings
  • Patagonia was ahead of Florence Marine X in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Florence Marine X’s share of searches among surf brands worldwide moved from 0.13% to 0.21%, and its estimated monthly branded searches moved from 8.1K to 9.9K.
  • Across the 12 months ending September 2026, Patagonia’s share of searches among surf brands worldwide moved from 66.2% to 57%, and its estimated monthly branded searches moved from 4.1M to 2.7M.

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

2 changes

  1. In September 2026, Patagonia gained share of searches among surf brands worldwide, from 54.3% to 57%.

  2. Estimated monthly branded searches for Florence Marine X worldwide rose 22.2% over 12 measured months, from 8.1K to 9.9K in September 2026.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Florence Marine X’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.

Florence Marine X

1 branded search term

  • florence marine x

Patagonia

1 branded search term

  • patagonia

How the Brand Demand Index is measured

Other head-to-heads among surf brands

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