Brandwave

Patagonia vs Reformation:Which is more popular?

In September 2026, Patagonia had more branded searches than Reformation among sustainable clothing brands worldwide. Patagonia had about 2.7 million branded searches, while Reformation had 132,000. Patagonia made up 64% of all sustainable clothing brand searches we track, and Reformation accounted for 3.1%. When we asked ChatGPT and Google AI Overviews about sustainable clothing brands, Patagonia and Reformation each appeared in three of the four answers. Patagonia was mentioned before Reformation in every answer that named either.

Among sustainable clothing brands worldwide in September 2026

Who do people search for more?

Patagonia, about 21 searches for every 1 for Reformation

Patagonia 2.7M searchesReformation 132K searches

Who does AI mention more?

Both were mentioned in 3 of 4 answers.

Patagonia in 3 of 4Reformation in 3 of 4

Who does AI recommend more?

Patagonia, named ahead of Reformation in 3 of 3 answers

Patagonia first in 3Reformation 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, Patagonia and Reformation were each mentioned in three out of four: in two of the three ChatGPT answers and in the Google AI Overview. Patagonia was listed before Reformation in every answer 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 Patagonia or Reformation more popular in search?

This chart shows how often people search Google for Patagonia 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.

Patagonia and Reformation among sustainable clothing brands worldwide, by month

Share of searches by month for Patagonia, 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 Patagonia 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 Patagonia worldwide fell 33% over 12 measured months, from 4.1M to 2.7M in September 2026.

How are branded searches counted?

3 search terms

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

Patagonia

1 branded search term

  • patagonia

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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