Hurley vs Lululemon:Which is more popular?
In September 2026, Lululemon had more branded searches than Hurley among swim shorts brands worldwide. Lululemon had about 11.1 million branded searches, while Hurley had 720. Lululemon made up 71.2% of all swim shorts brand searches we track, and Hurley accounted for <0.01%. When we asked ChatGPT and Google AI Overviews about swim shorts brands, Lululemon appeared in two of the five answers and Hurley in none.
Who do people search for more?
Lululemon, about 15417 searches for every 1 for Hurley
Who does AI mention more?
Lululemon, mentioned in 2 of 5 answers, Hurley in 0
Who does AI recommend more?
Lululemon, the only one of the two named
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Top swim shorts brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Lululemon was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. Hurley 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.
Patagonia1st- Chubbies2nd
- Fair Harbor3rd
- Lululemon4th
- Orlebar Brown5th
Billabong6th
Roxy–
Quiksilver–
Hurley–
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Patagonia5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Chubbies5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Fair Harbor3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Lululemon2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Orlebar Brown2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Billabong1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Roxy0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Quiksilver0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Hurley0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about swim shorts brands
5 answers
Asked ChatGPT
“Which swim shorts brand should I buy?”
Asked ChatGPT
“What are the best swim shorts brands?”
Asked ChatGPT
“What's the best swim shorts brand for the beach?”
Searched Google, AI Overview
“best swim shorts”
Searched Google, AI Overview
“swim shorts men”
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 21, 2026.
Is Hurley or Lululemon more popular in search?
This chart shows how often people search Google for Hurley and Lululemon by name. Each line represents a brand's share of searches for all nine swim shorts brands we track, month by month, from English-language searches worldwide.
Share of searches by month for Lululemon, Hurley. The figures are in the table below the chart.
View monthly share of searches table
| Month | Lululemon | Patagonia | Roxy | Billabong | Chubbies | Quiksilver | Orlebar Brown | Fair Harbor | Hurley |
|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 70.3% | 21.2% | 2.3% | 2.3% | 2.3% | 1.3% | 0.17% | 0.06% | <0.01% |
| Nov 2025 | 74.9% | 18.4% | 2% | 2% | 1.7% | 0.9% | 0.12% | 0.05% | <0.01% |
| Dec 2025 | 77.3% | 15.5% | 2.1% | 2.1% | 1.7% | 1.1% | 0.15% | 0.06% | <0.01% |
| Jan 2026 | 69% | 20.7% | 3.4% | 2.8% | 2.3% | 1.5% | 0.21% | 0.06% | <0.01% |
| Feb 2026 | 69.2% | 20.9% | 2.8% | 2.8% | 2.8% | 1.3% | 0.21% | 0.09% | <0.01% |
| Mar 2026 | 67.6% | 20.4% | 3.4% | 3.4% | 3.4% | 1.5% | 0.25% | 0.14% | <0.01% |
| Apr 2026 | 70.7% | 17.4% | 3.5% | 3.5% | 2.9% | 1.6% | 0.32% | 0.12% | <0.01% |
| May 2026 | 70.1% | 17.3% | 3.5% | 3.5% | 3.5% | 1.6% | 0.38% | 0.17% | <0.01% |
| Jun 2026 | 70.1% | 17.3% | 3.5% | 3.5% | 3.5% | 1.6% | 0.47% | 0.21% | <0.01% |
| Jul 2026 | 70% | 17.3% | 4.2% | 3.5% | 2.8% | 1.6% | 0.47% | 0.17% | <0.01% |
| Aug 2026 | 70.6% | 17.4% | 3.5% | 3.5% | 2.9% | 1.6% | 0.38% | 0.12% | <0.01% |
| Sep 2026 | 71.2% | 17.6% | 3.5% | 2.9% | 2.9% | 1.6% | 0.26% | 0.06% | <0.01% |
How has the Hurley and Lululemon comparison changed over the last 12 months?
3 findings
- Lululemon was ahead of Hurley in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Hurley’s share of searches among swim shorts brands worldwide held steady at <0.01%, and its estimated monthly branded searches moved from 880 to 720.
- Across the 12 months ending September 2026, Lululemon’s share of searches among swim shorts brands worldwide moved from 70.3% to 71.2%, and its estimated monthly branded searches moved from 13.6M to 11.1M.
How did search popularity change for swim shorts brands worldwide in September 2026?
2 changes
In September 2026, Lululemon gained share of searches among swim shorts brands worldwide, from 70.6% to 71.2%.
Estimated monthly branded searches for Hurley worldwide fell 18.2% over 12 measured months, from 880 to 720 in September 2026.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Hurley’s and Lululemon’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.
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