--- title: "Hurley vs Patagonia: Which is searched more?" description: "Is Hurley or Patagonia more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Swim shorts brands set worldwide. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time." canonical: "https://gobrandwave.com/demand/global-en/compare/hurley-vs-patagonia" publisher: "Brandwave" --- # Hurley vs Patagonia: Which is searched more? Is Hurley or Patagonia more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Swim shorts brands set worldwide. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time. ## Key facts - **Compared**: Hurley and Patagonia - **Competitive set**: Swim shorts brands - **Market**: Global - **Month measured**: Sep 2026 - **Hurley Share of Search**: <0.01% - **Patagonia Share of Search**: 17.6% ## Is Hurley or Patagonia more popular in search? - In September 2026, Patagonia had more branded searches than Hurley among swim shorts brands worldwide. Patagonia had about 2.7 million branded searches, while Hurley had 720. Patagonia made up 17.6% of all swim shorts brand searches we track, and Hurley accounted for <0.01%. - Patagonia 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, Patagonia’s share of searches among swim shorts brands worldwide moved from 21.2% to 17.6%, and its estimated monthly branded searches moved from 4.1M to 2.7M. ## Top swim shorts brands in ChatGPT and Google AI Overviews In three ChatGPT questions and two Google AI Overviews, Patagonia appeared in all five answers. Hurley did not appear in any of the five answers. Brands get a higher AI rank if they are mentioned earlier in the answers that list options. | Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it | | --- | --- | --- | --- | --- | | Patagonia | 1st | 3 of 3 | 2 of 2 | 5 of 5 | | Chubbies | 2nd | 3 of 3 | 2 of 2 | 5 of 5 | | Fair Harbor | 3rd | 3 of 3 | 0 of 2 | 3 of 5 | | Lululemon | 4th | 1 of 3 | 1 of 2 | 2 of 5 | | Orlebar Brown | 5th | 2 of 3 | 0 of 2 | 2 of 5 | | Billabong | 6th | 0 of 3 | 1 of 2 | 1 of 5 | | Roxy | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Quiksilver | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Hurley | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | ## Every AI answer about swim shorts brands - Asked ChatGPT "Which swim shorts brand should I buy?": 1. Fair Harbor, 2. Chubbies, 3. Patagonia - Asked ChatGPT "What are the best swim shorts brands?": 1. Fair Harbor, 2. Orlebar Brown, 3. Patagonia, 4. Lululemon, 5. Chubbies - Asked ChatGPT "What's the best swim shorts brand for the beach?": 1. Patagonia, 2. Fair Harbor, 3. Chubbies, 4. Orlebar Brown - Searched Google, AI Overview "best swim shorts": 1. Patagonia, 2. Chubbies - Searched Google, AI Overview "swim shorts men": 1. Chubbies, 2. Lululemon, 3. Billabong, 4. Patagonia Not named in any answer: Roxy, Quiksilver and Hurley. Brands are listed in the order each answer named them. The answers were collected in the United States on October 21, 2026. ## How did search popularity change for swim shorts brands worldwide in September 2026? - Estimated monthly branded searches for Patagonia worldwide fell 33% over 12 measured months, from 4.1M to 2.7M in September 2026. - Estimated monthly branded searches for Hurley worldwide fell 18.2% over 12 measured months, from 880 to 720 in September 2026. ## Month by month | Month | Hurley estimated searches | Hurley Share of Search | Hurley rank | Patagonia estimated searches | Patagonia Share of Search | Patagonia rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 880 | <0.01% | 9 | 4.1M | 21.2% | 2 | | Nov 2025 | 880 | <0.01% | 9 | 5M | 18.4% | 2 | | Dec 2025 | 880 | <0.01% | 9 | 4.1M | 15.5% | 2 | | Jan 2026 | 880 | <0.01% | 9 | 4.1M | 20.7% | 2 | | Feb 2026 | 880 | <0.01% | 9 | 3.4M | 20.9% | 2 | | Mar 2026 | 880 | <0.01% | 9 | 3.4M | 20.4% | 2 | | Apr 2026 | 880 | <0.01% | 9 | 2.7M | 17.4% | 2 | | May 2026 | 1K | <0.01% | 9 | 2.7M | 17.3% | 2 | | Jun 2026 | 1K | <0.01% | 9 | 2.7M | 17.3% | 2 | | Jul 2026 | 1K | <0.01% | 9 | 2.7M | 17.3% | 2 | | Aug 2026 | 1K | <0.01% | 9 | 2.7M | 17.4% | 2 | | Sep 2026 | 720 | <0.01% | 9 | 2.7M | 17.6% | 2 | ## How each brand is measured Brandwave collects information about searches that people make online using Hurley’s and Patagonia’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. - **Hurley**: Measured on the search term “hurley surf”. - **Patagonia**: Measured on the search term “patagonia”. - [Hurley profile](/demand/global-en/brands/hurley) - [Patagonia profile](/demand/global-en/brands/patagonia) - [All swim shorts brands worldwide](/demand/global-en/categories/swim-shorts-brands): The set both shares are measured inside, 9 brands. ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### Is Hurley or Patagonia more popular in search? In September 2026, Patagonia had more branded searches than Hurley among swim shorts brands worldwide. Patagonia had about 2.7 million branded searches, while Hurley had 720. Patagonia made up 17.6% of all swim shorts brand searches we track, and Hurley accounted for <0.01%. ## Cite this page Brandwave. "Hurley vs Patagonia: Which is searched more?". https://gobrandwave.com/demand/global-en/compare/hurley-vs-patagonia This page is also available as HTML at https://gobrandwave.com/demand/global-en/compare/hurley-vs-patagonia. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.