Brandwave

How popular isFather Sons?

In September 2026, people searched for Father Sons by name about 5,300 times in the United Kingdom, a 26.4% decrease from the previous year. These searches made up 0.77% of all United Kingdom menswear brand searches, placing Father Sons 13th out of 15 brands. When we asked both ChatGPT and Google AI Overviews about menswear brands, Father Sons did not appear in any of the answers.

Search and AI answers in September 2026

Father Sons is the 13th most searched of 15 competitors and not listed in any AI answer.

  1. Charles TyrwhittShare of searches 53.2%Mentioned in 3 of 3 AI answersPlace in AI recommendations 1st
  2. MossShare of searches 13.1%Mentioned in 1 of 3 AI answersPlace in AI recommendations 8th
  3. Hawes & CurtisShare of searches 8.7%Mentioned in 0 of 3 AI answersPlace in AI recommendations –
  4. T.M.LewinShare of searches 5.9%Mentioned in 0 of 3 AI answersPlace in AI recommendations –
  5. Father SonsShare of searches 0.77%Mentioned in 0 of 3 AI answersPlace in AI recommendations –

+10 more

Father Sons website (opens in a new tab)

Follow Father Sons and get free monthly updates on what changed

By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy

Top menswear brands in ChatGPT and Google AI Overviews

In three ChatGPT questions, Father Sons did not appear in any of the three answers.

Most recommended by AI

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

  1. Charles Tyrwhitt1st
  2. Reiss2nd
  3. Percival3rd
  4. Sunspel4th
  5. Private White V.C.4th
  6. Suitsupply6th
  7. Universal Works7th
  8. +5 more
  9. Spoke–
  10. Father Sons–
  11. Farah–

Mentioned by AI

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

  • Charles Tyrwhitt3 of 3Named in 3 of 3 ChatGPT answers
  • Reiss3 of 3Named in 3 of 3 ChatGPT answers
  • Sunspel2 of 3Named in 2 of 3 ChatGPT answers
  • Universal Works2 of 3Named in 2 of 3 ChatGPT answers
  • Percival2 of 3Named in 2 of 3 ChatGPT answers
  • Private White V.C.2 of 3Named in 2 of 3 ChatGPT answers
  • Moss1 of 3Named in 1 of 3 ChatGPT answers
  • Suitsupply1 of 3Named in 1 of 3 ChatGPT answers
  • Hawes & Curtis0 of 3Named in 0 of 3 ChatGPT answers
  • Father Sons0 of 3Named in 0 of 3 ChatGPT answers

+5 more

See every answer about menswear brands

3 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in United Kingdom on October 27, 2026.

Which menswear brands compete with Father Sons?

Father Sons against menswear brands in the United Kingdom, by month

Share of searches by month for Charles Tyrwhitt, Moss, Hawes & Curtis, T.M.Lewin, Suitsupply, Sunspel, Universal Works, Father Sons. The figures are in the table below the chart.

View monthly share of searches table
MonthCharles TyrwhittMossHawes & CurtisT.M.LewinSuitsupplySunspelUniversal WorksHackettPercivalLuke 1977SpokeReissFather SonsPrivate White V.C.Farah
Oct 202546.7%17.1%9.4%5.1%5.1%3.4%3.4%1.9%1.5%1.5%1.5%1%1.1%0.56%0.7%
Nov 202544.9%16.5%11%6%3.3%4%3.3%2.3%1.7%1.7%1.3%1.2%1.6%0.44%0.65%
Dec 202543.5%15.9%10.7%5.9%3.9%4.8%3.9%2.2%1.5%2.1%1.4%1.4%1.7%0.42%0.69%
Jan 202639.2%21.5%9.6%6.4%4.3%4.3%3.5%2.9%1.4%1.8%1.8%0.86%0.92%0.7%0.72%
Feb 202641.7%18.8%10.3%5.6%4.6%3.8%3.8%2.6%1.9%2.2%1.6%0.91%1.2%0.5%0.66%
Mar 202642.3%18.9%10.4%5.7%4.7%4.7%3.1%2.1%1.9%1.5%1.5%0.93%1.2%0.33%0.69%
Apr 202641.3%18.5%10.2%8.3%4.6%4.6%3%1.7%1.5%1.5%1.5%0.91%1.2%0.49%0.76%
May 202648.3%17.7%7.9%6.5%4.3%4.3%2.9%1.3%1.4%1.4%1.3%0.71%1%0.31%0.49%
Jun 202648.8%17.9%8%6.6%3.6%4.4%2.4%1.3%1.6%1.2%1.4%0.88%1.1%0.32%0.49%
Jul 202648.4%17.8%8%6.5%3.6%4.4%2.4%1.6%1.3%1.1%1.4%0.71%0.76%1.6%0.49%
Aug 202644.3%19.9%8.9%7.3%4%4%2.7%1.5%1.5%1.5%1.4%0.65%0.85%0.97%0.54%
Sep 202653.2%13.1%8.7%5.9%3.9%3.9%3.2%1.5%1.4%1.3%1.2%0.78%0.77%0.64%0.53%

  1. 1.Charles Tyrwhitt

    53.2%

    Held 1st. 368K estimated branded searches, +22.3% vs prior month. Share +8.8 points.

  2. 2.Moss

    13.1%

    Held 2nd. 90.5K estimated branded searches, -33% vs prior month. Share -6.8 points.

  3. 3.Hawes & Curtis

    8.7%

    Held 3rd. 60.5K estimated branded searches, 0% vs prior month. Share -0.2 points.

  4. 4.T.M.Lewin

    5.9%

    Held 4th. 40.5K estimated branded searches, -18.2% vs prior month. Share -1.4 points.

  5. 5.Suitsupply

    3.9%

    Held 5th. 27.1K estimated branded searches, 0% vs prior month. Share -0.1 points.

  6. 6.Sunspel

    3.9%

    Held 6th. 27.1K estimated branded searches, 0% vs prior month. Share -0.1 points.

  7. 7.Universal Works

    3.2%

    Held 7th. 22.2K estimated branded searches, +22.7% vs prior month. Share +0.5 points.

  8. 8.Hackett

    1.5%

    Moved from 9th to 8th. 10.2K estimated branded searches, -0.59% vs prior month. Share 0 points.

  9. 9.Percival

    1.4%

    Moved from 10th to 9th. 9.7K estimated branded searches, -3% vs prior month. Share -0.1 points.

  10. 10.Luke 1977

    1.3%

    Moved from 8th to 10th. 9K estimated branded searches, -14.3% vs prior month. Share -0.2 points.

  11. 11.Spoke

    1.2%

    Held 11th. 8.5K estimated branded searches, -9.2% vs prior month. Share -0.2 points.

  12. 12.Reiss

    0.78%

    Moved from 14th to 12th. 5.4K estimated branded searches, +22.7% vs prior month. Share +0.1 points.

  13. 13.Father Sons

    0.77%

    Held 13th. 5.3K estimated branded searches, -8.6% vs prior month. Share -0.1 points.

  14. 14.Private White V.C.

    0.64%

    Moved from 12th to 14th. 4.4K estimated branded searches, -33.3% vs prior month. Share -0.3 points.

  15. 15.Farah

    0.53%

    Held 15th. 3.7K estimated branded searches, 0% vs prior month. Share 0 points.

Reiss sells other things too, so only its searches that name this product count here, like “reiss men”.

Compare popularity between Father Sons and its closest rivals

Every comparison with Father Sons

14 comparisons

How has branded search demand for Father Sons changed in the United Kingdom over the last 12 months?

2 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Father Sons in the United Kingdom fell from 7.2K to 5.3K.
  • Across the 12 months ending September 2026, Father Sons fell from 12th to 13th among menswear brands in the United Kingdom.

How did search popularity change for United Kingdom menswear brands in September 2026?

6 changes

  1. In September 2026, Charles Tyrwhitt gained share of searches among menswear brands in the United Kingdom, from 44.3% to 53.2%.

  2. In September 2026, Universal Works gained share of searches among menswear brands in the United Kingdom, from 2.7% to 3.2%.

  3. In September 2026, Moss lost share of searches among menswear brands in the United Kingdom, from 19.9% to 13.1%.

  4. In September 2026, T.M.Lewin lost share of searches among menswear brands in the United Kingdom, from 7.3% to 5.9%.

  5. In September 2026, Reiss rose from 14th to 12th among menswear brands in the United Kingdom.

  6. In September 2026, Hackett rose from 9th to 8th among menswear brands in the United Kingdom.

How are Father Sons’ branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Father Sons’ name. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brand is growing, holding steady, or fading.

  • father sons
  • father sons clothing

Do you work for Father Sons? To request corrections or removal please contact us via our support page and we will be happy to assist.

How the Brand Demand Index is measured

Creator with pink hair and a pink jacket

Is Father Sons your brand?

Put your own campaigns, spend and outcomes next to this demand line, so you can see which of your marketing lined up with the movements above.

Start free