Brandwave

Original Penguin vs Sunspel:Which is more popular?

In September 2026, Sunspel had more branded searches than Original Penguin among polo shirt brands worldwide. Sunspel had about 14,800 branded searches, while Original Penguin had 6,600. Sunspel made up 3.8% of all polo shirt brand searches we track, and Original Penguin accounted for 1.7%. When we asked ChatGPT and Google AI Overviews about polo shirt brands, Sunspel appeared in one of the five answers and Original Penguin in none.

Among polo shirt brands worldwide in September 2026

Who do people search for more?

Sunspel, about 2 searches for every 1 for Original Penguin

Sunspel 14.8K searchesOriginal Penguin 6.6K searches

Who does AI mention more?

Sunspel, mentioned in 1 of 5 answers, Original Penguin in 0

Sunspel in 1 of 5Original Penguin in 0 of 5

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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. Original Penguin 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. +2 more
  11. Original Penguin–

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
  • Original Penguin0 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 Original Penguin or Sunspel more popular in search?

This chart shows how often people search Google for Original Penguin 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.

Original Penguin and Sunspel among polo shirt brands worldwide, by month

Share of searches by month for Sunspel, Original Penguin. 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%

Sunspel and Original Penguin sell other things too, so only their searches that name this product count here, like “sunspel polo”.

How has the Original Penguin and Sunspel comparison changed over the last 12 months?

3 findings
  • The lead changed hands once in the 12 months ending September 2026: Sunspel took it in March 2026.
  • Across the 12 months ending September 2026, Original Penguin’s share of searches among polo shirt brands worldwide moved from 2.1% to 1.7%, and its estimated monthly branded searches held steady at 6.6K.
  • 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

  1. In September 2026, Sunspel lost share of searches among polo shirt brands worldwide, from 5.6% to 3.8%.

  2. Original Penguin’s share of searches among polo shirt brands worldwide has lost ground for 3 months in a row, from 2.5% to 1.7% in September 2026.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Original Penguin’s 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.

Original Penguin

1 branded search term

  • original penguin polo

Sunspel

1 branded search term

  • sunspel polo

How the Brand Demand Index is measured

Other head-to-heads among polo shirt brands

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