Hugo Boss vs Original Penguin:Which is more popular?
In September 2026, Hugo Boss had more branded searches than Original Penguin among polo shirt brands worldwide. Hugo Boss had about 24,700 branded searches, while Original Penguin had 6,600. Hugo Boss made up 6.3% of all polo shirt brand searches we track, and Original Penguin accounted for 1.7%. When we asked ChatGPT and Google AI Overviews about polo shirt brands, neither Hugo Boss nor Original Penguin appeared in any of the five answers.
Who do people search for more?
Hugo Boss, about 4 searches for every 1 for Original Penguin
Who does AI mention more?
Both were mentioned in 0 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, neither Hugo Boss nor Original Penguin showed up 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.
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
Original Penguin0 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 Hugo Boss or Original Penguin more popular in search?
This chart shows how often people search Google for Hugo Boss and Original Penguin 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 Hugo Boss, Original Penguin. 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% |
Hugo Boss and Original Penguin sell other things too, so only their searches that name this product count here, like “boss polo”.
How has the Hugo Boss and Original Penguin comparison changed over the last 12 months?
3 findings
- Hugo Boss was ahead of Original Penguin in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Hugo Boss’ share of searches among polo shirt brands worldwide moved from 7.3% to 6.3%, and its estimated monthly branded searches moved from 22.9K to 24.7K.
- Across the 12 months ending September 2026, Original Penguin’s share of searches among polo shirt brands worldwide moved from 2.1% to 1.7%, and its estimated monthly branded searches held steady at 6.6K.
How did search popularity change for polo shirt brands worldwide in September 2026?
2 changes
Hugo Boss’ share of searches among polo shirt brands worldwide has gained ground for 3 months in a row, from 5% to 6.3% in September 2026.
Original Penguin’s share of searches among polo shirt brands worldwide has lost ground for 3 months in a row, from 2.5% to 1.7% in September 2026.
How are branded searches counted?
3 search terms
Brandwave collects information about searches that people make online using Hugo Boss’ and Original Penguin’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.
Hugo Boss
2 branded search terms
- boss polo
- hugo boss polo
Original Penguin
1 branded search term
- original penguin polo
Other head-to-heads among polo shirt brands
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