Fred Perry vs Sunspel:Which is more popular?
In September 2026, Fred Perry had more branded searches than Sunspel among polo shirt brands worldwide. Fred Perry had about 67,600 branded searches, while Sunspel had 14,800. Fred Perry made up 17.2% of all polo shirt brand searches we track, and Sunspel accounted for 3.8%. When we asked ChatGPT and Google AI Overviews about polo shirt brands, Fred Perry and Sunspel each appeared in one of the five answers.
Who do people search for more?
Fred Perry, about 5 searches for every 1 for Sunspel
Who does AI mention more?
Both were mentioned in 1 of 5 answers.
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Top polo shirt brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Fred Perry and Sunspel 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.
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.
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
See every answer about polo shirt brands
5 answers
Asked ChatGPT
“Which polo shirt brand should I buy?”
Asked ChatGPT
“What are the best polo shirt brands?”
Asked ChatGPT
“What's the best polo shirt brand for men?”
Searched Google, AI Overview
“polo shirts”
Searched Google, AI Overview
“mens polo shirts”
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 Fred Perry or Sunspel more popular in search?
This chart shows how often people search Google for Fred Perry and Sunspel 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.
Share of searches by month for Fred Perry, Sunspel. The figures are in the table below the chart.
View monthly share of searches table
| Month | Ralph Lauren | Fred Perry | Lacoste | Peter Millar | Hugo Boss | Tommy Hilfiger | Sunspel | Brooks Brothers | Uniqlo | Psycho Bunny | Original Penguin | J.Crew |
|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 35.2% | 22.9% | 15.8% | 2.6% | 7.3% | 4.7% | 1.2% | 2.1% | 2.6% | 3.2% | 2.1% | 0.32% |
| Nov 2025 | 37.7% | 20% | 16.9% | 2.3% | 7.8% | 5.1% | 1% | 1.5% | 2.3% | 3.4% | 1.8% | 0.28% |
| Dec 2025 | 39.7% | 21.1% | 14.6% | 2.4% | 8.3% | 4.4% | 0.87% | 1.3% | 1.9% | 2.9% | 2.4% | 0.24% |
| Jan 2026 | 31.9% | 23.9% | 17.5% | 2.3% | 7.1% | 5.2% | 1.3% | 1.9% | 2.9% | 2.9% | 2.9% | 0.31% |
| Feb 2026 | 42% | 19.5% | 15.4% | 2.1% | 6.3% | 4.6% | 1.4% | 1.7% | 2.5% | 2.5% | 1.7% | 0.31% |
| Mar 2026 | 40.4% | 20.2% | 14.8% | 2.4% | 6.9% | 4.4% | 2% | 2% | 2.4% | 2.4% | 1.6% | 0.47% |
| Apr 2026 | 40.6% | 18.9% | 14.9% | 5.5% | 5.7% | 3.7% | 3% | 1.6% | 2.4% | 2% | 1.3% | 0.38% |
| May 2026 | 40.6% | 17.7% | 15% | 5.5% | 5% | 3.7% | 4.5% | 1.6% | 2.4% | 2% | 1.6% | 0.4% |
| Jun 2026 | 41.1% | 15.6% | 15.1% | 6.8% | 5% | 3.7% | 3.7% | 2% | 2.5% | 1.7% | 2.5% | 0.4% |
| Jul 2026 | 36.9% | 17.2% | 16.6% | 6.1% | 5.6% | 4.1% | 5% | 1.8% | 2.2% | 1.8% | 2.2% | 0.44% |
| Aug 2026 | 28.1% | 18.2% | 15.4% | 12.6% | 6.3% | 4.6% | 5.6% | 2.1% | 2.5% | 2.1% | 2.1% | 0.5% |
| Sep 2026 | 28% | 17.2% | 15.4% | 15.4% | 6.3% | 4.6% | 3.8% | 2.5% | 2.5% | 2.1% | 1.7% | 0.48% |
Fred Perry and Sunspel sell other things too, so only their searches that name this product count here, like “fred perry polo”.
How has the Fred Perry and Sunspel comparison changed over the last 12 months?
3 findings
- Fred Perry was ahead of Sunspel in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Fred Perry’s share of searches among polo shirt brands worldwide moved from 22.9% to 17.2%, and its estimated monthly branded searches moved from 71.7K to 67.6K.
- Across the 12 months ending September 2026, Sunspel’s share of searches among polo shirt brands worldwide moved from 1.2% to 3.8%, and its estimated monthly branded searches moved from 3.6K to 14.8K.
How did search popularity change for polo shirt brands worldwide in September 2026?
2 changes
In September 2026, Sunspel lost share of searches among polo shirt brands worldwide, from 5.6% to 3.8%.
In September 2026, Fred Perry lost share of searches among polo shirt brands worldwide, from 18.2% to 17.2%.
How are branded searches counted?
3 search terms
Brandwave collects information about searches that people make online using Fred Perry’s and Sunspel’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.
Fred Perry
2 branded search terms
- fred perry polo
- fred perry polo shirt
Sunspel
1 branded search term
- sunspel polo
Other head-to-heads among polo shirt brands
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