Brandwave

Sunspel vs Uniqlo:Which is more popular?

In September 2026, Uniqlo had more branded searches than Sunspel among t-shirt brands worldwide. Uniqlo had about 74,000 branded searches, while Sunspel had 8,100. Uniqlo made up 14.1% of all t-shirt brand searches we track, and Sunspel accounted for 1.5%. When we asked ChatGPT and Google AI Overviews about t-shirt brands, Uniqlo appeared in all five answers and Sunspel in two. Uniqlo was mentioned before Sunspel in every answer.

Among t-shirt brands worldwide in September 2026

Who do people search for more?

Uniqlo, about 9 searches for every 1 for Sunspel

Uniqlo 74K searchesSunspel 8.1K searches

Who does AI mention more?

Uniqlo, mentioned in every answer we collected

Uniqlo in 5 of 5Sunspel in 2 of 5

Who does AI recommend more?

Uniqlo, named ahead of Sunspel in every answer

Uniqlo first in 5Sunspel never first

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Top t-shirt brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Uniqlo appeared in all five answers. Sunspel was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. Uniqlo was listed before Sunspel in every answer.

Most recommended by AI

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

  1. Uniqlo1st
  2. Buck Mason2nd
  3. Hanes3rd
  4. Gildan4th
  5. Lady White Co.5th
  6. Sunspel6th
  7. James Perse6th
  8. Everlane8th
  9. True Classic–
  10. Comfort Colors–
  11. +4 more

Mentioned by AI

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

  • Uniqlo5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Buck Mason4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Hanes3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Gildan3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Lady White Co.2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Sunspel2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • James Perse2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Everlane1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • True Classic0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Comfort Colors0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+4 more

See every answer about t-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 Sunspel or Uniqlo more popular in search?

This chart shows how often people search Google for Sunspel and Uniqlo by name. Each line represents a brand's share of searches for all 14 t-shirt brands we track, month by month, from English-language searches worldwide.

Sunspel and Uniqlo among t-shirt brands worldwide, by month

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

View monthly share of searches table
MonthTrue ClassicComfort ColorsUniqloFresh Clean ThreadsCuts ClothingHanesGildanBuck MasonLady White Co.AsketSunspelJames PerseEverlaneMack Weldon
Oct 202535.1%18.5%12.6%8.6%5.8%5.8%4.6%2.1%2.5%0.92%0.92%1.7%0.5%0.4%
Nov 202547.1%13.2%9.3%7.7%7%4.7%2.8%1.5%2.3%0.68%0.83%1%0.29%1.5%
Dec 202536.5%14.6%15.4%8.6%6.8%5.4%3.8%2.5%3.1%0.75%1.1%0.91%0.33%0.39%
Jan 202630.4%18.8%15.7%8.4%6.1%5.6%4.7%2.6%3.1%1.1%1.4%1.1%0.49%0.49%
Feb 202635.6%14.8%15.1%8.4%6.1%5.4%4.5%3%3%0.9%1.3%1.1%0.47%0.25%
Mar 202637.5%12.5%12.3%9.9%6.5%6.9%3.7%3.7%2.5%1.1%1.3%1.3%0.48%0.27%
Apr 202637.4%14.7%12.3%9.8%6.5%4.6%3.7%3%2.5%1.6%2%1.1%0.48%0.27%
May 202635.3%13.1%16.2%9.1%7.1%4.7%4%2.7%2.2%1.5%2.2%1.2%0.43%0.28%
Jun 202637%13.4%15.9%8.9%6.1%5.8%3.2%2.6%1.8%1.4%1.8%1.4%0.35%0.23%
Jul 202633.8%14.9%14.7%9.6%6.8%5.2%3.6%2.9%2.4%1.6%2%2%0.31%0.26%
Aug 202630.4%16.9%14.1%9.2%7%7.8%4.2%3.4%2.3%1.3%1.9%1%0.3%0.25%
Sep 202630.3%16.9%14.1%11.3%7.8%5%4.2%2.8%2.8%1.5%1.5%1.3%0.3%0.25%

Uniqlo and Sunspel sell other things too, so only their searches that name this product count here, like “uniqlo t shirt”.

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

3 findings
  • Uniqlo was ahead of Sunspel in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Sunspel’s share of searches among t-shirt brands worldwide moved from 0.92% to 1.5%, and its estimated monthly branded searches moved from 4.4K to 8.1K.
  • Across the 12 months ending September 2026, Uniqlo’s share of searches among t-shirt brands worldwide moved from 12.6% to 14.1%, and its estimated monthly branded searches moved from 60.5K to 74K.

How did search popularity change for t-shirt brands worldwide in September 2026?

2 changes

  1. Uniqlo’s share of searches among t-shirt brands worldwide has lost ground for 3 months in a row, from 15.9% to 14.1% in September 2026.

  2. In September 2026, Sunspel fell from 10th to 11th among t-shirt brands worldwide.

How are branded searches counted?

2 search terms

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

Sunspel

1 branded search term

  • sunspel t shirt

Uniqlo

1 branded search term

  • uniqlo t shirt

How the Brand Demand Index is measured

Other head-to-heads among t-shirt brands

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