Kotn vs Patagonia:Which is more popular?
In September 2026, Patagonia had more branded searches than Kotn among sustainable clothing brands worldwide. Patagonia had about 2.7 million branded searches, while Kotn had 135,000. Patagonia made up 64% of all sustainable clothing brand searches we track, and Kotn accounted for 3.2%. When we asked ChatGPT and Google AI Overviews about sustainable clothing brands, Kotn and Patagonia each appeared in three of the four answers. Patagonia was mentioned before Kotn in three out of four answers.
Who do people search for more?
Patagonia, about 20 searches for every 1 for Kotn
Who does AI mention more?
Both were mentioned in 3 of 4 answers.
Who does AI recommend more?
Patagonia, named ahead of Kotn in 3 of 4 answers
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Top sustainable clothing brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and one Google AI Overview, Kotn was mentioned in three out of four: in all three ChatGPT answers, but not in the Google AI Overview. Patagonia was mentioned in three out of four: in two of the three ChatGPT answers and in the Google AI Overview. Patagonia was listed before Kotn in three out of four answers.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Pact1st- Patagonia2nd
Quince3rd
Kotn4th
EILEEN FISHER5th
Reformation6th
Outerknown7th
Girlfriend Collective8th
Everlane9th
tentree10th- +3 more
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Pact4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
- Patagonia3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
- Kotn3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- Reformation3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
- Quince2 of 4Named in 1 of 3 ChatGPT answersNamed in 1 of 1 Google answers
- EILEEN FISHER2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- Outerknown2 of 4Named in 1 of 3 ChatGPT answersNamed in 1 of 1 Google answers
- Everlane1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- Girlfriend Collective1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- tentree1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
See every answer about sustainable clothing brands
4 answers
Asked ChatGPT
“Which sustainable clothing brands should I buy from?”
Asked ChatGPT
“What are the best sustainable clothing brands?”
Asked ChatGPT
“Where can I buy affordable sustainable clothing?”
Searched Google, AI Overview
“sustainable clothing brands”
Searched Google, AI Overview
“sustainable clothing”
Google showed no AI Overview for this search.
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 Kotn or Patagonia more popular in search?
This chart shows how often people search Google for Kotn and Patagonia by name. Each line represents a brand's share of searches for all 13 sustainable clothing brands we track, month by month, from English-language searches worldwide.
Share of searches by month for Patagonia, Kotn. The figures are in the table below the chart.
View monthly share of searches table
| Month | Patagonia | Quince | Everlane | Armedangels | EILEEN FISHER | Pact | Kotn | Reformation | Organic Basics | Outerknown | Christy Dawn | Girlfriend Collective | tentree |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 72.5% | 4.4% | 8% | 2.9% | 2.4% | 2.1% | 2% | 2.1% | 1.3% | 0.72% | 0.48% | 0.72% | 0.48% |
| Nov 2025 | 72.7% | 4.4% | 8% | 2.4% | 2.4% | 2.6% | 1.6% | 2% | 1.6% | 0.72% | 0.39% | 0.72% | 0.59% |
| Dec 2025 | 72% | 6.5% | 6.5% | 2.4% | 2.4% | 2.1% | 2.4% | 2.1% | 1.3% | 0.71% | 0.39% | 0.71% | 0.58% |
| Jan 2026 | 73.2% | 5.4% | 6.6% | 2.4% | 3% | 1.7% | 1.6% | 2.5% | 1.6% | 0.59% | 0.4% | 0.72% | 0.4% |
| Feb 2026 | 71.5% | 5.3% | 6.4% | 2.9% | 2.9% | 2.5% | 1.6% | 2.9% | 1.6% | 0.71% | 0.47% | 0.86% | 0.39% |
| Mar 2026 | 66.4% | 6% | 7.3% | 3.3% | 3.3% | 3.4% | 2.2% | 3.8% | 1.8% | 0.66% | 0.66% | 0.8% | 0.44% |
| Apr 2026 | 61.6% | 6.8% | 6.8% | 3.7% | 3.7% | 5.7% | 2.5% | 4.3% | 2% | 0.74% | 0.74% | 0.91% | 0.5% |
| May 2026 | 56.9% | 7.6% | 11.4% | 3.4% | 4.2% | 4.3% | 2.8% | 4.7% | 1.9% | 0.69% | 0.69% | 0.69% | 0.56% |
| Jun 2026 | 64.4% | 7.1% | 5.8% | 3.2% | 3.9% | 4% | 2.6% | 4.4% | 2.1% | 0.78% | 0.64% | 0.78% | 0.43% |
| Jul 2026 | 65.1% | 7.1% | 4.8% | 2.6% | 3.9% | 4% | 3.2% | 4.4% | 2.1% | 0.79% | 0.64% | 0.79% | 0.43% |
| Aug 2026 | 63.7% | 8.6% | 4.7% | 2.6% | 3.8% | 3.9% | 3.1% | 4.5% | 2.1% | 0.94% | 0.77% | 0.77% | 0.52% |
| Sep 2026 | 64% | 8.6% | 5.7% | 3.9% | 3.9% | 3.3% | 3.2% | 3.1% | 2.1% | 0.77% | 0.52% | 0.52% | 0.52% |
How has the Kotn and Patagonia comparison changed over the last 12 months?
3 findings
- Patagonia was ahead of Kotn in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Kotn’s share of searches among sustainable clothing brands worldwide moved from 2% to 3.2%, and its estimated monthly branded searches moved from 110K to 135K.
- Across the 12 months ending September 2026, Patagonia’s share of searches among sustainable clothing brands worldwide moved from 72.5% to 64%, and its estimated monthly branded searches moved from 4.1M to 2.7M.
How did search popularity change for sustainable clothing brands worldwide in September 2026?
3 changes
In September 2026, Armedangels overtook Reformation and 3 others to rank 4th among sustainable clothing brands worldwide, with 3.9% of the searches.
Estimated monthly branded searches for Kotn worldwide rose 22.7% over 12 measured months, from 110K to 135K 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.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Kotn’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.
Other head-to-heads among sustainable clothing brands
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