Brandwave

Outerknown vs Reformation:Which is more popular?

In September 2026, Reformation had more branded searches than Outerknown among sustainable clothing brands worldwide. Reformation had about 132,000 branded searches, while Outerknown had 33,100. Reformation made up 3.1% of all sustainable clothing brand searches we track, and Outerknown accounted for 0.77%. When we asked ChatGPT and Google AI Overviews about sustainable clothing brands, Reformation appeared in three of the four answers and Outerknown in two. Reformation was mentioned before Outerknown in two out of three answers that named either.

Among sustainable clothing brands worldwide in September 2026

Who do people search for more?

Reformation, about 4 searches for every 1 for Outerknown

Reformation 132K searchesOuterknown 33.1K searches

Who does AI mention more?

Reformation, mentioned in 3 of 4 answers, Outerknown in 2

Reformation in 3 of 4Outerknown in 2 of 4

Who does AI recommend more?

Reformation, named ahead of Outerknown in 2 of 3 answers

Reformation first in 2Outerknown first in 1

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Top sustainable clothing brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, Reformation was mentioned in three out of four: in two of the three ChatGPT answers and in the Google AI Overview. Outerknown was mentioned in two out of four: in one of the three ChatGPT answers and in the Google AI Overview. Reformation was listed before Outerknown in two out of three answers that named either.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Pact1st
  2. Patagonia2nd
  3. Quince3rd
  4. Kotn4th
  5. EILEEN FISHER5th
  6. Reformation6th
  7. Outerknown7th
  8. Girlfriend Collective8th
  9. Everlane9th
  10. tentree10th
  11. +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

+3 more

See every answer about sustainable clothing brands

4 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 Outerknown or Reformation more popular in search?

This chart shows how often people search Google for Outerknown and Reformation 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.

Outerknown and Reformation among sustainable clothing brands worldwide, by month

Share of searches by month for Reformation, Outerknown. The figures are in the table below the chart.

View monthly share of searches table
MonthPatagoniaQuinceEverlaneArmedangelsEILEEN FISHERPactKotnReformationOrganic BasicsOuterknownChristy DawnGirlfriend Collectivetentree
Oct 202572.5%4.4%8%2.9%2.4%2.1%2%2.1%1.3%0.72%0.48%0.72%0.48%
Nov 202572.7%4.4%8%2.4%2.4%2.6%1.6%2%1.6%0.72%0.39%0.72%0.59%
Dec 202572%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 202673.2%5.4%6.6%2.4%3%1.7%1.6%2.5%1.6%0.59%0.4%0.72%0.4%
Feb 202671.5%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 202666.4%6%7.3%3.3%3.3%3.4%2.2%3.8%1.8%0.66%0.66%0.8%0.44%
Apr 202661.6%6.8%6.8%3.7%3.7%5.7%2.5%4.3%2%0.74%0.74%0.91%0.5%
May 202656.9%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 202664.4%7.1%5.8%3.2%3.9%4%2.6%4.4%2.1%0.78%0.64%0.78%0.43%
Jul 202665.1%7.1%4.8%2.6%3.9%4%3.2%4.4%2.1%0.79%0.64%0.79%0.43%
Aug 202663.7%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 202664%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 Outerknown and Reformation comparison changed over the last 12 months?

3 findings

How did search popularity change for sustainable clothing brands worldwide in September 2026?

3 changes

  1. In September 2026, Armedangels overtook Reformation and 3 others to rank 4th among sustainable clothing brands worldwide, with 3.9% of the searches.

  2. In September 2026, Reformation lost share of searches among sustainable clothing brands worldwide, from 4.5% to 3.1%.

  3. Estimated monthly branded searches for Outerknown worldwide fell 18.3% over 12 measured months, from 40.5K to 33.1K in September 2026.

How are branded searches counted?

3 search terms

Brandwave collects information about searches that people make online using Outerknown’s and Reformation’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.

Outerknown

1 branded search term

  • outerknown

Reformation

2 branded search terms

  • reformation clothing
  • reformation dress

How the Brand Demand Index is measured

Other head-to-heads among sustainable clothing brands

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