Brandwave

How popular isMoss?

In September 2026, people searched for Moss by name about 90,500 times in the United Kingdom, a 17.7% decrease from the previous year. These searches made up 13.1% of all United Kingdom menswear brand searches, placing Moss second out of 15 brands. When we asked both ChatGPT and Google AI Overviews about menswear brands, Moss appeared in one of the three answers and was the eighth most recommended of the 15.

Search and AI answers in September 2026

Moss is the second most searched of 15 competitors and the eighth most recommended in AI answers.

  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. SuitsupplyShare of searches 3.9%Mentioned in 1 of 3 AI answersPlace in AI recommendations 6th

+10 more

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Top menswear brands in ChatGPT and Google AI Overviews

In three ChatGPT questions, Moss was mentioned in one out of three: in one of the three ChatGPT answers. Moss is the eighth most recommended of the 15.

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. Moss8th
  9. Hawes & Curtis–
  10. T.M.Lewin–
  11. +5 more

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
  • T.M.Lewin0 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 Moss?

Moss 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. 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 Moss and its closest rivals

Every comparison with Moss

14 comparisons

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

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Moss in the United Kingdom fell from 110K to 90.5K.
  • Across the 12 months ending September 2026, Moss’ share of searches among menswear brands in the United Kingdom decreased from 17.1% to 13.1%.
  • Across the 12 months ending September 2026, Moss’ share of searches among menswear brands in the United Kingdom peaked at 21.5% in January 2026 and was lowest at 13.1% in September 2026.

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 Moss’ branded searches counted?

1 search term

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

  • moss bros

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How the Brand Demand Index is measured

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