Brandwave

Pact vs Reformation:Which is more popular?

In September 2026, Pact and Reformation were level in searches among sustainable clothing brands worldwide, with an estimated 139K versus 132K branded searches, at 3.3% and 3.1% of the total. When we asked ChatGPT and Google AI Overviews about sustainable clothing brands, Pact appeared in all four answers and Reformation in three. Pact was mentioned before Reformation in every answer.

Among sustainable clothing brands worldwide in September 2026

Who do people search for more?

Pact, about 5% more searches than Reformation

Pact 139K searchesReformation 132K searches

Who does AI mention more?

Pact, mentioned in every answer we collected

Pact in 4 of 4Reformation in 3 of 4

Who does AI recommend more?

Pact, named ahead of Reformation in every answer

Pact first in 4Reformation never first

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Top sustainable clothing brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, Pact appeared in all four answers. Reformation was mentioned in three out of four: in two of the three ChatGPT answers and in the Google AI Overview. Pact was listed before Reformation in every answer.

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 Pact or Reformation more popular in search?

This chart shows how often people search Google for Pact 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.

Pact and Reformation among sustainable clothing brands worldwide, by month

Share of searches by month for Pact, Reformation. 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 Pact and Reformation comparison changed over the last 12 months?

3 findings
  • The lead changed hands 5 times in the 12 months ending September 2026: Pact took it in November 2025, Reformation took it in January 2026, Pact took it in April 2026, Reformation took it in May 2026, Pact took it in September 2026.
  • Across the 12 months ending September 2026, Pact’s share of searches among sustainable clothing brands worldwide moved from 2.1% to 3.3%, and its estimated monthly branded searches moved from 117K to 139K.
  • Across the 12 months ending September 2026, Reformation’s share of searches among sustainable clothing brands worldwide moved from 2.1% to 3.1%, and its estimated monthly branded searches moved from 118K to 132K.

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. In September 2026, Pact lost share of searches among sustainable clothing brands worldwide, from 3.9% to 3.3%.

How are branded searches counted?

4 search terms

Brandwave collects information about searches that people make online using Pact’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.

Pact

2 branded search terms

  • pact clothing
  • pact organic

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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