Brandwave

Proper Cloth vs Uniqlo:Which is more popular?

In September 2026, Proper Cloth had more branded searches than Uniqlo among men’s shirt brands worldwide. Proper Cloth had about 74,000 branded searches, while Uniqlo had 38,500. Proper Cloth made up 4.3% of all men’s shirt brand searches we track, and Uniqlo accounted for 2.2%. When we asked ChatGPT and Google AI Overviews about men’s shirt brands, Uniqlo appeared in four of the five answers and Proper Cloth in none.

Among men’s shirt brands worldwide in September 2026

Who do people search for more?

Proper Cloth, about 92% more searches than Uniqlo

Proper Cloth 74K searchesUniqlo 38.5K searches

Who does AI mention more?

Uniqlo, mentioned in 4 of 5 answers, Proper Cloth in 0

Uniqlo in 4 of 5Proper Cloth in 0 of 5

Who does AI recommend more?

Uniqlo, the only one of the two named

Uniqlo first in 3Proper Cloth never named

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Top men’s shirt brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Uniqlo was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Proper Cloth 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. Uniqlo1st
  2. Charles Tyrwhitt2nd
  3. Ralph Lauren3rd
  4. Brooks Brothers4th
  5. Mizzen+Main5th
  6. Eton6th
  7. Van Heusen–
  8. UNTUCKit–
  9. Proper Cloth–
  10. T.M.Lewin–
  11. +2 more

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Charles Tyrwhitt4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Uniqlo4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Ralph Lauren3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Brooks Brothers1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Mizzen+Main1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Eton1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Van Heusen0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • UNTUCKit0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Proper Cloth0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • T.M.Lewin0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+2 more

See every answer about men’s 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 22, 2026.

Is Proper Cloth or Uniqlo more popular in search?

This chart shows how often people search Google for Proper Cloth and Uniqlo by name. Each line represents a brand's share of searches for all 12 men’s shirt brands we track, month by month, from English-language searches worldwide.

Proper Cloth and Uniqlo among men’s shirt brands worldwide, by month

Share of searches by month for Proper Cloth, Uniqlo. The figures are in the table below the chart.

View monthly share of searches table
MonthCharles TyrwhittVan HeusenRalph LaurenUNTUCKitProper ClothT.M.LewinBrooks BrothersMizzen+MainUniqloEtonTwilloryMinistry of Supply
Oct 202543.2%19.3%13.2%5.8%3.9%3.2%2.6%2.6%1.9%2.1%1.4%0.78%
Nov 202543.4%19.4%10.8%7.1%3.9%3.9%2.1%3.1%1.6%2.1%1.7%0.64%
Dec 202539.4%21.6%10.3%9.7%3.5%3.5%2.9%3.5%1.8%1.9%1.3%0.58%
Jan 202638.4%25.7%11.7%5.2%4.2%4.2%2.3%2.5%1.9%1.9%1.3%0.69%
Feb 202643.2%19.3%11.2%4.8%4.8%3.9%2.6%2.9%2.4%2.6%1.7%0.64%
Mar 202637.3%16.7%24.1%4.1%4.1%2.7%2.2%2.5%1.8%2.2%1.5%0.67%
Apr 202638.3%14%21.7%5.1%5.1%3.4%2.3%3.1%2.4%2.3%1.5%0.56%
May 202646.3%13.8%12.1%6.2%5.1%3.4%2.8%3.1%2.3%2.8%1.5%0.68%
Jun 202646.6%17%10.4%6.2%4.2%3.4%2.8%2.9%2.1%2.3%1.5%0.46%
Jul 202642.1%28.2%9.4%3.8%3.1%3.1%2.5%2.3%1.9%1.7%1.4%0.41%
Aug 202647.4%17.3%10.6%4.3%4.3%4.3%2.8%2.6%2.2%1.9%1.9%0.47%
Sep 202647.8%17.5%10.2%5.3%4.3%3.5%2.9%2.6%2.2%1.6%1.6%0.47%

How has the Proper Cloth and Uniqlo comparison changed over the last 12 months?

3 findings
  • Proper Cloth was ahead of Uniqlo in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Proper Cloth’s share of searches among men’s shirt brands worldwide moved from 3.9% to 4.3%, and its estimated monthly branded searches moved from 60.5K to 74K.
  • Across the 12 months ending September 2026, Uniqlo’s share of searches among men’s shirt brands worldwide moved from 1.9% to 2.2%, and its estimated monthly branded searches moved from 30K to 38.5K.

How did search popularity change for men’s shirt brands worldwide in September 2026?

3 changes

  1. In September 2026, UNTUCKit overtook Proper Cloth and T.M.Lewin to rank 4th among men’s shirt brands worldwide, with 5.3% of the searches.

  2. Estimated monthly branded searches for Uniqlo worldwide rose 28.3% over 12 measured months, from 30K to 38.5K in September 2026.

  3. Estimated monthly branded searches for Proper Cloth worldwide rose 22.3% over 12 measured months, from 60.5K to 74K in September 2026.

How are branded searches counted?

3 search terms

Brandwave collects information about searches that people make online using Proper Cloth’s and Uniqlo’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.

Proper Cloth

1 branded search term

  • proper cloth

Uniqlo

2 branded search terms

  • uniqlo oxford shirt
  • uniqlo shirts

How the Brand Demand Index is measured

Other head-to-heads among men’s shirt brands

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