Hugo Boss vs Sunspel:Which is more popular?
In September 2026, Hugo Boss had more branded searches than Sunspel among polo shirt brands worldwide. Hugo Boss had about 24,700 branded searches, while Sunspel had 14,800. Hugo Boss made up 6.3% 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, Sunspel appeared in one of the five answers and Hugo Boss in none.
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Top polo shirt brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Sunspel was mentioned in one out of five: in one of the three ChatGPT answers, but not in either 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.
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 Hugo Boss or Sunspel more popular in search?
This chart shows how often people search Google for Hugo Boss 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 Hugo Boss, 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% |
Hugo Boss and Sunspel sell other things too, so only their searches that name this product count here, like “boss polo”.
How has the Hugo Boss and Sunspel comparison changed over the last 12 months?
3 findings
- Hugo Boss was ahead of Sunspel 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, 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%.
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 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.
Other head-to-heads among polo shirt brands
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