Brandwave

Girlfriend Collective vs Reformation:Which is more popular?

In September 2026, Reformation had more branded searches than Girlfriend Collective among sustainable clothing brands worldwide. Reformation had about 132,000 branded searches, while Girlfriend Collective had 22,200. Reformation made up 3.1% of all sustainable clothing brand searches we track, and Girlfriend Collective accounted for 0.52%. When we asked ChatGPT and Google AI Overviews about sustainable clothing brands, Reformation appeared in three of the four answers and Girlfriend Collective in one. Reformation was mentioned before Girlfriend Collective in every answer that named either.

Among sustainable clothing brands worldwide in September 2026

Who do people search for more?

Reformation, about 6 searches for every 1 for Girlfriend Collective

Reformation 132K searchesGirlfriend Collective 22.2K searches

Who does AI mention more?

Reformation, mentioned in 3 of 4 answers, Girlfriend Collective in 1

Reformation in 3 of 4Girlfriend Collective in 1 of 4

Who does AI recommend more?

Reformation, named ahead of Girlfriend Collective in 3 of 3 answers

Reformation first in 3Girlfriend Collective never first

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Top sustainable clothing brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, Reformation was mentioned in three out of four: in two of the three ChatGPT answers and in the Google AI Overview. Girlfriend Collective was mentioned in one out of four: in one of the three ChatGPT answers, but not in the Google AI Overview. Reformation was listed before Girlfriend Collective in every answer that named either.

Most recommended by AI

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

  1. Pact1st
  2. Patagonia2nd
  3. Quince3rd
  4. Kotn4th
  5. EILEEN FISHER5th
  6. Reformation6th
  7. Outerknown7th
  8. Girlfriend Collective8th
  9. Everlane9th
  10. tentree10th
  11. +3 more

Mentioned by AI

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

  • Pact4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Patagonia3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Kotn3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Reformation3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Quince2 of 4Named in 1 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • EILEEN FISHER2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Outerknown2 of 4Named in 1 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Everlane1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Girlfriend Collective1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • tentree1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers

+3 more

See every answer about sustainable clothing brands

4 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 Girlfriend Collective or Reformation more popular in search?

This chart shows how often people search Google for Girlfriend Collective and Reformation by name. Each line represents a brand's share of searches for all 13 sustainable clothing brands we track, month by month, from English-language searches worldwide.

Girlfriend Collective and Reformation among sustainable clothing brands worldwide, by month

Share of searches by month for Reformation, Girlfriend Collective. The figures are in the table below the chart.

View monthly share of searches table
MonthPatagoniaQuinceEverlaneArmedangelsEILEEN FISHERPactKotnReformationOrganic BasicsOuterknownChristy DawnGirlfriend Collectivetentree
Oct 202572.5%4.4%8%2.9%2.4%2.1%2%2.1%1.3%0.72%0.48%0.72%0.48%
Nov 202572.7%4.4%8%2.4%2.4%2.6%1.6%2%1.6%0.72%0.39%0.72%0.59%
Dec 202572%6.5%6.5%2.4%2.4%2.1%2.4%2.1%1.3%0.71%0.39%0.71%0.58%
Jan 202673.2%5.4%6.6%2.4%3%1.7%1.6%2.5%1.6%0.59%0.4%0.72%0.4%
Feb 202671.5%5.3%6.4%2.9%2.9%2.5%1.6%2.9%1.6%0.71%0.47%0.86%0.39%
Mar 202666.4%6%7.3%3.3%3.3%3.4%2.2%3.8%1.8%0.66%0.66%0.8%0.44%
Apr 202661.6%6.8%6.8%3.7%3.7%5.7%2.5%4.3%2%0.74%0.74%0.91%0.5%
May 202656.9%7.6%11.4%3.4%4.2%4.3%2.8%4.7%1.9%0.69%0.69%0.69%0.56%
Jun 202664.4%7.1%5.8%3.2%3.9%4%2.6%4.4%2.1%0.78%0.64%0.78%0.43%
Jul 202665.1%7.1%4.8%2.6%3.9%4%3.2%4.4%2.1%0.79%0.64%0.79%0.43%
Aug 202663.7%8.6%4.7%2.6%3.8%3.9%3.1%4.5%2.1%0.94%0.77%0.77%0.52%
Sep 202664%8.6%5.7%3.9%3.9%3.3%3.2%3.1%2.1%0.77%0.52%0.52%0.52%

How has the Girlfriend Collective and Reformation comparison changed over the last 12 months?

3 findings

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

3 changes

  1. In September 2026, Armedangels overtook Reformation and 3 others to rank 4th among sustainable clothing brands worldwide, with 3.9% of the searches.

  2. In September 2026, Reformation lost share of searches among sustainable clothing brands worldwide, from 4.5% to 3.1%.

  3. Estimated monthly branded searches for Girlfriend Collective worldwide fell 45.2% over 12 measured months, from 40.5K to 22.2K in September 2026.

How are branded searches counted?

3 search terms

Brandwave collects information about searches that people make online using Girlfriend Collective’s and Reformation’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.

Girlfriend Collective

1 branded search term

  • girlfriend collective

Reformation

2 branded search terms

  • reformation clothing
  • reformation dress

How the Brand Demand Index is measured

Other head-to-heads among sustainable clothing brands

Creator with pink hair and a pink jacket

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