Casual clothing brands in the United Kingdom:Which are most popular?

Name: Casual clothing brands in the United Kingdom: Which are searched most?
Creator: Brandwave
License: https://creativecommons.org/licenses/by/4.0/

In September 2026, FatFace was the most searched casual clothing brand in the United Kingdom, accounting for 18.4% of all searches among the 12 brands we track. When we checked with ChatGPT and Google AI Overviews, Sunspel was mentioned most often, in three of the four answers.

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Top casual clothing brands in ChatGPT and Google AI Overviews

In Brandwave's three ChatGPT questions and one Google AI Overview, Sunspel was mentioned most often, in three of the four answers. FatFace, which ranked first in searches, was not mentioned at all.

Mentioned by AI

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

How many AI answers named each brand
Brand	ChatGPT	Google	Answers that named it
Sunspel	Named in 2 of 3 ChatGPT answers	Named in 1 of 1 Google AI Overviews	3 of 4
Boden	Named in 1 of 3 ChatGPT answers	Named in 0 of 1 Google AI Overviews	1 of 4
White Stuff	Named in 1 of 3 ChatGPT answers	Named in 0 of 1 Google AI Overviews	1 of 4
Seasalt Cornwall	Named in 1 of 3 ChatGPT answers	Named in 0 of 1 Google AI Overviews	1 of 4
Hush	Named in 1 of 3 ChatGPT answers	Named in 0 of 1 Google AI Overviews	1 of 4
FatFace	Named in 0 of 3 ChatGPT answers	Named in 0 of 1 Google AI Overviews	0 of 4
Superdry	Named in 0 of 3 ChatGPT answers	Named in 0 of 1 Google AI Overviews	0 of 4
Crew Clothing	Named in 0 of 3 ChatGPT answers	Named in 0 of 1 Google AI Overviews	0 of 4
Weird Fish	Named in 0 of 3 ChatGPT answers	Named in 0 of 1 Google AI Overviews	0 of 4
Joules	Named in 0 of 3 ChatGPT answers	Named in 0 of 1 Google AI Overviews	0 of 4
Saltrock	Named in 0 of 3 ChatGPT answers	Named in 0 of 1 Google AI Overviews	0 of 4
Jack Wills	Named in 0 of 3 ChatGPT answers	Named in 0 of 1 Google AI Overviews	0 of 4

Sunspel3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
Boden1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
White Stuff1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Seasalt Cornwall1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Hush1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
FatFace0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Superdry0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Crew Clothing0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Weird Fish0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Joules0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Saltrock0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Jack Wills0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers

See every answer about casual clothing brands

4 answers

Asked ChatGPT
“What are some good British casual clothing brands?”
1. 1Sunspel
Asked ChatGPT
“Which UK brands sell nice clothes for weekends away?”
1. 1Boden
2. 2Seasalt Cornwall
3. 3Hush
4. 4White Stuff
Asked ChatGPT
“Where can I buy a good quality hoodie in the UK?”
1. 1Sunspel
Searched Google, AI Overview
“clothing brands uk”
1. 1Sunspel

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 casual clothing brands do people search for most?

This chart shows how often people search Google for each casual clothing brand by name. Each line represents a brand's share of searches for all 12 casual clothing brands we track, month by month, from searches in United Kingdom.

Share of searches among casual clothing brands in the United Kingdom, by month

Month	FatFace	Boden	Superdry	White Stuff	Crew Clothing	Seasalt Cornwall	Weird Fish	Joules	Saltrock	Jack Wills	Sunspel	Hush
Oct 2025	19.1%	15.6%	19.1%	12.8%	10.4%	7%	5.7%	2.3%	2.6%	3.1%	1.2%	1.2%
Nov 2025	17.7%	11.9%	21.7%	14.5%	11.9%	6.5%	6.5%	1.9%	2.4%	2.9%	1.3%	0.87%
Dec 2025	22%	9.8%	22%	12%	12%	6.6%	5.4%	2%	3%	3%	1.3%	0.89%
Jan 2026	20.1%	13.5%	20.1%	13.5%	11%	7.4%	5%	1.9%	2.2%	2.7%	1.5%	1.2%
Feb 2026	18.4%	15%	18.4%	15%	10.1%	8.2%	4.5%	2.1%	2.5%	3%	1.4%	1.4%
Mar 2026	19.2%	15.7%	15.7%	15.7%	10.5%	8.6%	4.7%	2.2%	2.6%	2.1%	1.7%	1.4%
Apr 2026	21.8%	17.8%	11.9%	14.6%	9.8%	9.8%	4.4%	2.2%	2.4%	2.4%	1.6%	1.3%
May 2026	20.5%	16.7%	13.7%	13.7%	11.2%	9.2%	5%	2.1%	2.8%	1.8%	1.8%	1.5%
Jun 2026	18.7%	15.3%	12.5%	15.3%	12.5%	10.2%	5.6%	2.3%	2.5%	1.7%	2.1%	1.4%
Jul 2026	18.8%	15.4%	12.5%	15.4%	12.5%	10.3%	4.6%	1.9%	3.1%	2.1%	2.1%	1.4%
Aug 2026	21.7%	11.8%	14.5%	14.5%	11.8%	9.7%	5.3%	2.3%	3.6%	1.9%	1.6%	1.3%
Sep 2026	18.4%	15.1%	15.1%	15.1%	10.1%	10.1%	4.5%	3.1%	3%	2.5%	1.7%	1.4%

Rank	Brand	Share of searches	Estimated monthly branded searches	vs prior month	Share change
1, held 1st	FatFace Next	18.4%	301K	-18.2%	-3.2 points
2, moved from 4th to 2nd	Boden	15.1%	246K	+22.4%	+3.2 pointsmoved from 4th to 2nd
3, moved from 2nd to 3rd	Superdry	15.1%	246K	0%	+0.6 pointsmoved from 2nd to 3rd
4, moved from 3rd to 4th	White Stuff	15.1%	246K	0%	+0.6 pointsmoved from 3rd to 4th
5, held 5th	Crew Clothing	10.1%	165K	-17.9%	-1.7 points
6, held 6th	Seasalt Cornwall	10.1%	165K	0%	+0.4 points
7, held 7th	Weird Fish	4.5%	74K	-18.2%	-0.8 points
8, moved from 9th to 8th	Joules Next	3.1%	51.2K	+30.6%	+0.8 pointsmoved from 9th to 8th
9, moved from 8th to 9th	Saltrock	3%	49.5K	-18.2%	-0.5 pointsmoved from 8th to 9th
10, held 10th	Jack Wills	2.5%	40.5K	+22.4%	+0.5 points
11, held 11th	Sunspel	1.7%	27.1K	0%	+0.1 points
12, held 12th	Hush	1.4%	22.2K	0%	+0.1 points

1.FatFace
18.4%
Held 1st. 301K estimated branded searches, -18.2% vs prior month. Share -3.2 points.
2.Boden
15.1%
Moved from 4th to 2nd. 246K estimated branded searches, +22.4% vs prior month. Share +3.2 points.
3.Superdry
15.1%
Moved from 2nd to 3rd. 246K estimated branded searches, 0% vs prior month. Share +0.6 points.
4.White Stuff
15.1%
Moved from 3rd to 4th. 246K estimated branded searches, 0% vs prior month. Share +0.6 points.
5.Crew Clothing
10.1%
Held 5th. 165K estimated branded searches, -17.9% vs prior month. Share -1.7 points.
6.Seasalt Cornwall
10.1%
Held 6th. 165K estimated branded searches, 0% vs prior month. Share +0.4 points.
7.Weird Fish
4.5%
Held 7th. 74K estimated branded searches, -18.2% vs prior month. Share -0.8 points.
8.Joules
3.1%
Moved from 9th to 8th. 51.2K estimated branded searches, +30.6% vs prior month. Share +0.8 points.
9.Saltrock
3%
Moved from 8th to 9th. 49.5K estimated branded searches, -18.2% vs prior month. Share -0.5 points.
10.Jack Wills
2.5%
Held 10th. 40.5K estimated branded searches, +22.4% vs prior month. Share +0.5 points.
11.Sunspel
1.7%
Held 11th. 27.1K estimated branded searches, 0% vs prior month. Share +0.1 points.
12.Hush
1.4%
Held 12th. 22.2K estimated branded searches, 0% vs prior month. Share +0.1 points.

Which brand is most popular in search among casual clothing brands in the United Kingdom?

12 brands

In September 2026, FatFace was the most searched among casual clothing brands in the United Kingdom, with an estimated 301K branded searches, 18.4% of all searches for the 12 we track. Boden is in 2nd place, 3.4 percentage points behind at 15.1%.

United Kingdom casual clothing brands, last 12 months ending September 2026
Brand	Share of searches	Peak	Low	Rank
FatFace	19.1% → 18.4%	22%Dec 2025	17.7%Nov 2025	1st
Boden	15.6% → 15.1%	17.8%Apr 2026	9.8%Dec 2025	3rd → 2nd
Superdry	19.1% → 15.1%	22%Dec 2025	11.9%Apr 2026	2nd → 3rd
White Stuff	12.8% → 15.1%	15.7%Mar 2026	12%Dec 2025	4th
Crew Clothing	10.4% → 10.1%	12.5%Jul 2026	9.8%Apr 2026	5th
Seasalt Cornwall	7% → 10.1%	10.3%Jul 2026	6.5%Nov 2025	6th
Weird Fish	5.7% → 4.5%	6.5%Nov 2025	4.4%Apr 2026	7th
Joules	2.3% → 3.1%	3.1%Sep 2026	1.9%Jan 2026	10th → 8th
Saltrock	2.6% → 3%	3.6%Aug 2026	2.2%Jan 2026	9th
Jack Wills	3.1% → 2.5%	3.1%Oct 2025	1.7%Jun 2026	8th → 10th
Sunspel	1.2% → 1.7%	2.1%Jul 2026	1.2%Oct 2025	12th → 11th
Hush	1.2% → 1.4%	1.5%May 2026	0.87%Nov 2025	11th → 12th

Each finding as a sentence

Across the 12 months ending September 2026, FatFace’s share of searches among casual clothing brands in the United Kingdom decreased from 19.1% to 18.4%.
Across the 12 months ending September 2026, Boden’s share of searches among casual clothing brands in the United Kingdom decreased from 15.6% to 15.1%.
Across the 12 months ending September 2026, Superdry’s share of searches among casual clothing brands in the United Kingdom decreased from 19.1% to 15.1%.
Across the 12 months ending September 2026, White Stuff’s share of searches among casual clothing brands in the United Kingdom increased from 12.8% to 15.1%.
Across the 12 months ending September 2026, Seasalt Cornwall’s share of searches among casual clothing brands in the United Kingdom increased from 7% to 10.1%.
Across the 12 months ending September 2026, Weird Fish’s share of searches among casual clothing brands in the United Kingdom decreased from 5.7% to 4.5%.
Across the 12 months ending September 2026, Joules’ share of searches among casual clothing brands in the United Kingdom increased from 2.3% to 3.1%.
Across the 12 months ending September 2026, Jack Wills’ share of searches among casual clothing brands in the United Kingdom decreased from 3.1% to 2.5%.
Across the 12 months ending September 2026, Sunspel’s share of searches among casual clothing brands in the United Kingdom increased from 1.2% to 1.7%.
Across the 12 months ending September 2026, FatFace’s share of searches among casual clothing brands in the United Kingdom peaked at 22% in December 2025 and was lowest at 17.7% in November 2025.
Across the 12 months ending September 2026, Boden’s share of searches among casual clothing brands in the United Kingdom peaked at 17.8% in April 2026 and was lowest at 9.8% in December 2025.
Across the 12 months ending September 2026, Superdry’s share of searches among casual clothing brands in the United Kingdom peaked at 22% in December 2025 and was lowest at 11.9% in April 2026.
Across the 12 months ending September 2026, White Stuff’s share of searches among casual clothing brands in the United Kingdom peaked at 15.7% in March 2026 and was lowest at 12% in December 2025.
Across the 12 months ending September 2026, Crew Clothing’s share of searches among casual clothing brands in the United Kingdom peaked at 12.5% in July 2026 and was lowest at 9.8% in April 2026.
Across the 12 months ending September 2026, Seasalt Cornwall’s share of searches among casual clothing brands in the United Kingdom peaked at 10.3% in July 2026 and was lowest at 6.5% in November 2025.
Across the 12 months ending September 2026, Weird Fish’s share of searches among casual clothing brands in the United Kingdom peaked at 6.5% in November 2025 and was lowest at 4.4% in April 2026.
Across the 12 months ending September 2026, Joules’ share of searches among casual clothing brands in the United Kingdom peaked at 3.1% in September 2026 and was lowest at 1.9% in January 2026.
Across the 12 months ending September 2026, Saltrock’s share of searches among casual clothing brands in the United Kingdom peaked at 3.6% in August 2026 and was lowest at 2.2% in January 2026.
Across the 12 months ending September 2026, Jack Wills’ share of searches among casual clothing brands in the United Kingdom peaked at 3.1% in October 2025 and was lowest at 1.7% in June 2026.
Across the 12 months ending September 2026, Boden rose from 3rd to 2nd among casual clothing brands in the United Kingdom.
Across the 12 months ending September 2026, Superdry fell from 2nd to 3rd among casual clothing brands in the United Kingdom.
Across the 12 months ending September 2026, Joules rose from 10th to 8th among casual clothing brands in the United Kingdom.
Across the 12 months ending September 2026, Jack Wills fell from 8th to 10th among casual clothing brands in the United Kingdom.
Across the 12 months ending September 2026, Sunspel rose from 12th to 11th among casual clothing brands in the United Kingdom.
Across the 12 months ending September 2026, Hush fell from 11th to 12th among casual clothing brands in the United Kingdom.
Across the 12 months ending September 2026, Crew Clothing and Saltrock held steady: their share of searches among casual clothing brands in the United Kingdom each moved less than 0.5 percentage points.

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

8 changes

In September 2026, Joules overtook Saltrock to rank 8th among casual clothing brands in the United Kingdom, with 3.1% of the searches.
In September 2026, Boden overtook Superdry and White Stuff to rank 2nd among casual clothing brands in the United Kingdom, with 15.1% of the searches.
In September 2026, Superdry gained share of searches among casual clothing brands in the United Kingdom, from 14.5% to 15.1%.
In September 2026, White Stuff gained share of searches among casual clothing brands in the United Kingdom, from 14.5% to 15.1%.
In September 2026, Jack Wills gained share of searches among casual clothing brands in the United Kingdom, from 1.9% to 2.5%.
In September 2026, FatFace lost share of searches among casual clothing brands in the United Kingdom, from 21.7% to 18.4%.
In September 2026, Crew Clothing lost share of searches among casual clothing brands in the United Kingdom, from 11.8% to 10.1%.
In September 2026, Weird Fish lost share of searches among casual clothing brands in the United Kingdom, from 5.3% to 4.5%.

How are branded searches counted for casual clothing brands?

13 search terms

Each brand's share of searches among casual clothing brands comes from the terms listed under its name. When people mostly search for a brand because of something else it sells, only the searches that name this product count here.