Brandwave

Hugo Boss vs Peter Millar:Which is more popular?

In September 2026, Peter Millar had more branded searches than Hugo Boss among polo shirt brands worldwide. Peter Millar had about 60,500 branded searches, while Hugo Boss had 24,700. Peter Millar made up 15.4% of all polo shirt brand searches we track, and Hugo Boss accounted for 6.3%. When we asked ChatGPT and Google AI Overviews about polo shirt brands, Peter Millar appeared in two of the five answers and Hugo Boss in none.

Among polo shirt brands worldwide in September 2026

Who do people search for more?

Peter Millar, about 2 searches for every 1 for Hugo Boss

Peter Millar 60.5K searchesHugo Boss 24.7K searches

Who does AI mention more?

Peter Millar, mentioned in 2 of 5 answers, Hugo Boss in 0

Peter Millar in 2 of 5Hugo Boss in 0 of 5

Who does AI recommend more?

Peter Millar, the only one of the two named

Peter Millar first in 2Hugo Boss never named

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Top polo shirt brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Peter Millar was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. Hugo Boss did not appear in any of the five answers.

Most recommended by AI

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

  1. Ralph Lauren1st
  2. Lacoste2nd
  3. Peter Millar3rd
  4. J.Crew4th
  5. Uniqlo5th
  6. Sunspel6th
  7. Brooks Brothers7th
  8. Fred Perry8th
  9. Hugo Boss–
  10. Tommy Hilfiger–
  11. +2 more

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

+2 more

See every answer about polo shirt 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 Hugo Boss or Peter Millar more popular in search?

This chart shows how often people search Google for Hugo Boss and Peter Millar 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.

Hugo Boss and Peter Millar among polo shirt brands worldwide, by month

Share of searches by month for Peter Millar, Hugo Boss. The figures are in the table below the chart.

View monthly share of searches table
MonthRalph LaurenFred PerryLacostePeter MillarHugo BossTommy HilfigerSunspelBrooks BrothersUniqloPsycho BunnyOriginal PenguinJ.Crew
Oct 202535.2%22.9%15.8%2.6%7.3%4.7%1.2%2.1%2.6%3.2%2.1%0.32%
Nov 202537.7%20%16.9%2.3%7.8%5.1%1%1.5%2.3%3.4%1.8%0.28%
Dec 202539.7%21.1%14.6%2.4%8.3%4.4%0.87%1.3%1.9%2.9%2.4%0.24%
Jan 202631.9%23.9%17.5%2.3%7.1%5.2%1.3%1.9%2.9%2.9%2.9%0.31%
Feb 202642%19.5%15.4%2.1%6.3%4.6%1.4%1.7%2.5%2.5%1.7%0.31%
Mar 202640.4%20.2%14.8%2.4%6.9%4.4%2%2%2.4%2.4%1.6%0.47%
Apr 202640.6%18.9%14.9%5.5%5.7%3.7%3%1.6%2.4%2%1.3%0.38%
May 202640.6%17.7%15%5.5%5%3.7%4.5%1.6%2.4%2%1.6%0.4%
Jun 202641.1%15.6%15.1%6.8%5%3.7%3.7%2%2.5%1.7%2.5%0.4%
Jul 202636.9%17.2%16.6%6.1%5.6%4.1%5%1.8%2.2%1.8%2.2%0.44%
Aug 202628.1%18.2%15.4%12.6%6.3%4.6%5.6%2.1%2.5%2.1%2.1%0.5%
Sep 202628%17.2%15.4%15.4%6.3%4.6%3.8%2.5%2.5%2.1%1.7%0.48%

Peter Millar and Hugo Boss sell other things too, so only their searches that name this product count here, like “peter millar polo”.

How has the Hugo Boss and Peter Millar comparison changed over the last 12 months?

3 findings
  • The lead changed hands once in the 12 months ending September 2026: Peter Millar took it in May 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, Peter Millar’s share of searches among polo shirt brands worldwide moved from 2.6% to 15.4%, and its estimated monthly branded searches moved from 8.1K to 60.5K.

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

2 changes

  1. In September 2026, Peter Millar gained share of searches among polo shirt brands worldwide, from 12.6% to 15.4%.

  2. 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.

How are branded searches counted?

3 search terms

Brandwave collects information about searches that people make online using Hugo Boss’ 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.

Hugo Boss

2 branded search terms

  • boss polo
  • hugo boss polo

Peter Millar

1 branded search term

  • peter millar polo

How the Brand Demand Index is measured

Other head-to-heads among polo shirt brands

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