Brandwave

Holderness & Bourne vs Peter Millar:Which is more popular?

In September 2026, Peter Millar had more branded searches than Holderness & Bourne among golf clothing brands worldwide. Peter Millar had about 673,000 branded searches, while Holderness & Bourne had 60,500. Peter Millar made up 49.3% of all golf clothing brand searches we track, and Holderness & Bourne accounted for 4.4%. When we asked ChatGPT and Google AI Overviews about golf clothing brands, Peter Millar appeared in all five answers and Holderness & Bourne in one. Peter Millar was mentioned before Holderness & Bourne in every answer.

Among golf clothing brands worldwide in September 2026

Who do people search for more?

Peter Millar, about 11 searches for every 1 for Holderness & Bourne

Peter Millar 673K searchesHolderness & Bourne 60.5K searches

Who does AI mention more?

Peter Millar, mentioned in every answer we collected

Peter Millar in 5 of 5Holderness & Bourne in 1 of 5

Who does AI recommend more?

Peter Millar, named ahead of Holderness & Bourne in every answer

Peter Millar first in 5Holderness & Bourne never first

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Top golf clothing brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Peter Millar appeared in all five answers. Holderness & Bourne was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. Peter Millar was listed before Holderness & Bourne in every answer.

Most recommended by AI

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

  1. Peter Millar1st
  2. FootJoy2nd
  3. Adidas3rd
  4. Lululemon4th
  5. Nike5th
  6. Under Armour6th
  7. Greyson Clothiers7th
  8. Malbon Golf8th
  9. Holderness & Bourne9th
  10. TravisMathew10th
  11. +5 more

Mentioned by AI

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

  • Peter Millar5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Adidas5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • FootJoy5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Lululemon4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Under Armour4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Nike3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Malbon Golf1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • TravisMathew1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Holderness & Bourne1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Greyson Clothiers1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+5 more

See every answer about golf clothing 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 25, 2026.

Is Holderness & Bourne or Peter Millar more popular in search?

This chart shows how often people search Google for Holderness & Bourne and Peter Millar by name. Each line represents a brand's share of searches for all 15 golf clothing brands we track, month by month, from English-language searches worldwide.

Holderness & Bourne and Peter Millar among golf clothing brands worldwide, by month

Share of searches by month for Peter Millar, Holderness & Bourne. The figures are in the table below the chart.

View monthly share of searches table
MonthPeter MillarRhobackJohnnie-OMalbon GolfTravisMathewHolderness & BourneGreyson ClothiersNikeGalvin GreenJ.LindebergLululemonRedvanlyUnder ArmourAdidasFootJoy
Oct 202529.3%19.6%7.2%8.8%13.1%5.9%3.4%2.6%1.8%1.4%1.2%1.8%1.4%1.8%0.64%
Nov 202527.9%27.9%6.9%8.3%12.5%4.6%2.7%2.5%1.4%1.1%0.75%1.4%0.92%0.92%0.41%
Dec 202530.4%20.3%9.1%9.1%13.6%5%2.8%2.7%1.2%1%0.82%1.5%0.82%1.2%0.54%
Jan 202640%14.7%8%8%12%4.4%3%2.4%1.3%1.1%1.3%1.3%1.1%0.72%0.59%
Feb 202632.1%14.3%7.9%9.6%14.3%5.3%3.2%4.3%1.3%1.3%1.3%1.6%1.3%1.6%0.57%
Mar 202629%15.9%8.7%10.6%13%5.8%2.9%3.9%1.2%1.4%1.4%1.7%1.4%2.1%0.95%
Apr 202634.4%12.6%6.9%12.6%10.3%5.7%2.8%4.6%0.93%1.7%1.7%1.4%1.4%2.1%0.76%
May 202630.5%13.7%7.5%11.2%13.7%6.1%3.2%4.1%1%1.5%1.8%1.5%1.5%1.8%0.82%
Jun 202628.7%19.2%8.6%10.5%12.8%5.8%2.5%3.9%0.94%1.4%1.4%1.4%0.94%1.4%0.63%
Jul 202636.9%11.1%11.1%11.1%11.1%5%2.6%3.3%0.81%1.5%1.5%1.5%0.99%0.99%0.66%
Aug 202645.9%13.7%6.2%9.2%9.2%5%2.2%1.8%0.83%1.2%1.2%1.2%0.83%0.83%0.55%
Sep 202649.3%12.1%8.1%8.1%8.1%4.4%2.2%1.6%1.1%1.1%1.1%1.1%0.89%0.59%0.4%

How has the Holderness & Bourne and Peter Millar comparison changed over the last 12 months?

3 findings

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

2 changes

  1. In September 2026, Peter Millar gained share of searches among golf clothing brands worldwide, from 45.9% to 49.3%.

  2. In September 2026, Holderness & Bourne lost share of searches among golf clothing brands worldwide, from 5% to 4.4%.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Holderness & Bourne’s and Peter Millar’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.

Holderness & Bourne

1 branded search term

  • holderness and bourne

Peter Millar

1 branded search term

  • peter millar

How the Brand Demand Index is measured

Other head-to-heads among golf clothing brands

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