--- title: "Casual clothing brands in the United Kingdom: Which are searched most?" description: "Compare the British casual and coastal clothing brands people buy for weekends and holidays. Share of Search among FatFace, Boden, Superdry, White Stuff, Crew Clothing, Seasalt Cornwall, Weird Fish, Joules, Saltrock, Jack Wills, Sunspel and Hush, the casual clothing brands Brandwave compares in the United Kingdom, using the same methodology, market, and reporting period. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time." canonical: "https://gobrandwave.com/demand/uk/categories/uk-casual-clothing-brands" publisher: "Brandwave" --- # Casual clothing brands in the United Kingdom: Which are searched most? Compare the British casual and coastal clothing brands people buy for weekends and holidays. Share of Search among FatFace, Boden, Superdry, White Stuff, Crew Clothing, Seasalt Cornwall, Weird Fish, Joules, Saltrock, Jack Wills, Sunspel and Hush, the casual clothing brands Brandwave compares in the United Kingdom, using the same methodology, market, and reporting period. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time. ## Key facts - **Competitive set**: Casual clothing brands - **Market**: United Kingdom - **Brands compared**: 12 - **Month measured**: Sep 2026 - **Highest Share of Search**: FatFace, 18.4% ## Which brand is most popular in search among casual clothing brands in the United Kingdom? - 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%. - 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. ## 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. Too few answers listed options to rank the brands, so only mentions are counted. | Brand | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it | | --- | --- | --- | --- | | FatFace | 0 of 3 | 0 of 1 | 0 of 4 | | Boden | 1 of 3 | 0 of 1 | 1 of 4 | | Superdry | 0 of 3 | 0 of 1 | 0 of 4 | | White Stuff | 1 of 3 | 0 of 1 | 1 of 4 | | Crew Clothing | 0 of 3 | 0 of 1 | 0 of 4 | | Seasalt Cornwall | 1 of 3 | 0 of 1 | 1 of 4 | | Weird Fish | 0 of 3 | 0 of 1 | 0 of 4 | | Joules | 0 of 3 | 0 of 1 | 0 of 4 | | Saltrock | 0 of 3 | 0 of 1 | 0 of 4 | | Jack Wills | 0 of 3 | 0 of 1 | 0 of 4 | | Sunspel | 2 of 3 | 1 of 1 | 3 of 4 | | Hush | 1 of 3 | 0 of 1 | 1 of 4 | ## Every AI answer about casual clothing brands - Asked ChatGPT "What are some good British casual clothing brands?": 1. Sunspel - Asked ChatGPT "Which UK brands sell nice clothes for weekends away?": 1. Boden, 2. Seasalt Cornwall, 3. Hush, 4. White Stuff - Asked ChatGPT "Where can I buy a good quality hoodie in the UK?": 1. Sunspel - Searched Google, AI Overview "clothing brands uk": 1. Sunspel Not named in any answer: FatFace, Superdry, Crew Clothing, Weird Fish, Joules, Saltrock and Jack Wills. Brands are listed in the order each answer named them. The answers were collected in United Kingdom on October 27, 2026. ## Compare search popularity between leading brands - [FatFace vs Boden: compare search popularity](/demand/uk/compare/boden-vs-fatface): 18.4% against 15.1% Share of Search. - [FatFace vs Superdry: compare search popularity](/demand/uk/compare/fatface-vs-superdry): 18.4% against 15.1% Share of Search. - [FatFace vs White Stuff: compare search popularity](/demand/uk/compare/fatface-vs-white-stuff): 18.4% against 15.1% Share of Search. - [FatFace vs Crew Clothing: compare search popularity](/demand/uk/compare/crew-clothing-vs-fatface): 18.4% against 10.1% Share of Search. - [Boden vs Superdry: compare search popularity](/demand/uk/compare/boden-vs-superdry): 15.1% Share of Search each. - [Boden vs White Stuff: compare search popularity](/demand/uk/compare/boden-vs-white-stuff): 15.1% Share of Search each. - [Boden vs Crew Clothing: compare search popularity](/demand/uk/compare/boden-vs-crew-clothing): 15.1% against 10.1% Share of Search. - [Superdry vs White Stuff: compare search popularity](/demand/uk/compare/superdry-vs-white-stuff): 15.1% Share of Search each. - [Superdry vs Crew Clothing: compare search popularity](/demand/uk/compare/crew-clothing-vs-superdry): 15.1% against 10.1% Share of Search. - [White Stuff vs Crew Clothing: compare search popularity](/demand/uk/compare/crew-clothing-vs-white-stuff): 15.1% against 10.1% Share of Search. ## How did search popularity change for United Kingdom casual clothing brands in September 2026? - 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%. ## Share of Search ranking | Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by | | --- | --- | --- | --- | --- | --- | | 1 | FatFace | 18.4% | 301K | -18.2% | Next | | 2 | Boden | 15.1% | 246K | +22.4% | Boden | | 3 | Superdry | 15.1% | 246K | 0.0% | Superdry | | 4 | White Stuff | 15.1% | 246K | 0.0% | White Stuff | | 5 | Crew Clothing | 10.1% | 165K | -17.9% | Crew Clothing | | 6 | Seasalt Cornwall | 10.1% | 165K | 0.0% | Seasalt Cornwall | | 7 | Weird Fish | 4.5% | 74K | -18.2% | Weird Fish | | 8 | Joules | 3.1% | 51.2K | +30.6% | Next | | 9 | Saltrock | 3% | 49.5K | -18.2% | Saltrock | | 10 | Jack Wills | 2.5% | 40.5K | +22.4% | Jack Wills | | 11 | Sunspel | 1.7% | 27.1K | 0.0% | Sunspel | | 12 | Hush | 1.4% | 22.2K | 0.0% | Hush | ## Historical estimated branded-search demand | Month | Brand | Estimated monthly branded searches | Share of Search | Rank | | --- | --- | --- | --- | --- | | Oct 2025 | FatFace | 368K | 19.1% | 1 | | Oct 2025 | Superdry | 368K | 19.1% | 2 | | Oct 2025 | Boden | 301K | 15.6% | 3 | | Oct 2025 | White Stuff | 246K | 12.8% | 4 | | Oct 2025 | Crew Clothing | 201K | 10.4% | 5 | | Oct 2025 | Seasalt Cornwall | 135K | 7% | 6 | | Oct 2025 | Weird Fish | 110K | 5.7% | 7 | | Oct 2025 | Jack Wills | 60.5K | 3.1% | 8 | | Oct 2025 | Saltrock | 49.5K | 2.6% | 9 | | Oct 2025 | Joules | 45.2K | 2.3% | 10 | | Oct 2025 | Hush | 22.2K | 1.2% | 11 | | Oct 2025 | Sunspel | 22.2K | 1.2% | 12 | | Nov 2025 | Superdry | 550K | 21.7% | 1 | | Nov 2025 | FatFace | 450K | 17.7% | 2 | | Nov 2025 | White Stuff | 368K | 14.5% | 3 | | Nov 2025 | Boden | 301K | 11.9% | 4 | | Nov 2025 | Crew Clothing | 301K | 11.9% | 5 | | Nov 2025 | Seasalt Cornwall | 165K | 6.5% | 6 | | Nov 2025 | Weird Fish | 165K | 6.5% | 7 | | Nov 2025 | Jack Wills | 74K | 2.9% | 8 | | Nov 2025 | Saltrock | 60.5K | 2.4% | 9 | | Nov 2025 | Joules | 49.3K | 1.9% | 10 | | Nov 2025 | Sunspel | 33.1K | 1.3% | 11 | | Nov 2025 | Hush | 22.2K | 0.87% | 12 | | Dec 2025 | FatFace | 550K | 22% | 1 | | Dec 2025 | Superdry | 550K | 22% | 2 | | Dec 2025 | Crew Clothing | 301K | 12% | 3 | | Dec 2025 | White Stuff | 301K | 12% | 4 | | Dec 2025 | Boden | 246K | 9.8% | 5 | | Dec 2025 | Seasalt Cornwall | 165K | 6.6% | 6 | | Dec 2025 | Weird Fish | 135K | 5.4% | 7 | | Dec 2025 | Jack Wills | 74K | 3% | 8 | | Dec 2025 | Saltrock | 74K | 3% | 9 | | Dec 2025 | Joules | 49.3K | 2% | 10 | | Dec 2025 | Sunspel | 33.1K | 1.3% | 11 | | Dec 2025 | Hush | 22.2K | 0.89% | 12 | | Jan 2026 | FatFace | 368K | 20.1% | 1 | | Jan 2026 | Superdry | 368K | 20.1% | 2 | | Jan 2026 | Boden | 246K | 13.5% | 3 | | Jan 2026 | White Stuff | 246K | 13.5% | 4 | | Jan 2026 | Crew Clothing | 201K | 11% | 5 | | Jan 2026 | Seasalt Cornwall | 135K | 7.4% | 6 | | Jan 2026 | Weird Fish | 90.5K | 5% | 7 | | Jan 2026 | Jack Wills | 49.5K | 2.7% | 8 | | Jan 2026 | Saltrock | 40.5K | 2.2% | 9 | | Jan 2026 | Joules | 34.3K | 1.9% | 10 | | Jan 2026 | Sunspel | 27.1K | 1.5% | 11 | | Jan 2026 | Hush | 22.2K | 1.2% | 12 | | Feb 2026 | FatFace | 246K | 18.4% | 1 | | Feb 2026 | Superdry | 246K | 18.4% | 2 | | Feb 2026 | Boden | 201K | 15% | 3 | | Feb 2026 | White Stuff | 201K | 15% | 4 | | Feb 2026 | Crew Clothing | 135K | 10.1% | 5 | | Feb 2026 | Seasalt Cornwall | 110K | 8.2% | 6 | | Feb 2026 | Weird Fish | 60.5K | 4.5% | 7 | | Feb 2026 | Jack Wills | 40.5K | 3% | 8 | | Feb 2026 | Saltrock | 33.1K | 2.5% | 9 | | Feb 2026 | Joules | 28K | 2.1% | 10 | | Feb 2026 | Hush | 18.1K | 1.4% | 11 | | Feb 2026 | Sunspel | 18.1K | 1.4% | 12 | | Mar 2026 | FatFace | 301K | 19.2% | 1 | | Mar 2026 | Boden | 246K | 15.7% | 2 | | Mar 2026 | Superdry | 246K | 15.7% | 3 | | Mar 2026 | White Stuff | 246K | 15.7% | 4 | | Mar 2026 | Crew Clothing | 165K | 10.5% | 5 | | Mar 2026 | Seasalt Cornwall | 135K | 8.6% | 6 | | Mar 2026 | Weird Fish | 74K | 4.7% | 7 | | Mar 2026 | Saltrock | 40.5K | 2.6% | 8 | | Mar 2026 | Joules | 34.3K | 2.2% | 9 | | Mar 2026 | Jack Wills | 33.1K | 2.1% | 10 | | Mar 2026 | Sunspel | 27.1K | 1.7% | 11 | | Mar 2026 | Hush | 22.2K | 1.4% | 12 | | Apr 2026 | FatFace | 368K | 21.8% | 1 | | Apr 2026 | Boden | 301K | 17.8% | 2 | | Apr 2026 | White Stuff | 246K | 14.6% | 3 | | Apr 2026 | Superdry | 201K | 11.9% | 4 | | Apr 2026 | Crew Clothing | 165K | 9.8% | 5 | | Apr 2026 | Seasalt Cornwall | 165K | 9.8% | 6 | | Apr 2026 | Weird Fish | 74K | 4.4% | 7 | | Apr 2026 | Jack Wills | 40.5K | 2.4% | 8 | | Apr 2026 | Saltrock | 40.5K | 2.4% | 9 | | Apr 2026 | Joules | 37K | 2.2% | 10 | | Apr 2026 | Sunspel | 27.1K | 1.6% | 11 | | Apr 2026 | Hush | 22.2K | 1.3% | 12 | | May 2026 | FatFace | 368K | 20.5% | 1 | | May 2026 | Boden | 301K | 16.7% | 2 | | May 2026 | Superdry | 246K | 13.7% | 3 | | May 2026 | White Stuff | 246K | 13.7% | 4 | | May 2026 | Crew Clothing | 201K | 11.2% | 5 | | May 2026 | Seasalt Cornwall | 165K | 9.2% | 6 | | May 2026 | Weird Fish | 90.5K | 5% | 7 | | May 2026 | Saltrock | 49.5K | 2.8% | 8 | | May 2026 | Joules | 37K | 2.1% | 9 | | May 2026 | Jack Wills | 33.1K | 1.8% | 10 | | May 2026 | Sunspel | 33.1K | 1.8% | 11 | | May 2026 | Hush | 27.1K | 1.5% | 12 | | Jun 2026 | FatFace | 301K | 18.7% | 1 | | Jun 2026 | Boden | 246K | 15.3% | 2 | | Jun 2026 | White Stuff | 246K | 15.3% | 3 | | Jun 2026 | Crew Clothing | 201K | 12.5% | 4 | | Jun 2026 | Superdry | 201K | 12.5% | 5 | | Jun 2026 | Seasalt Cornwall | 165K | 10.2% | 6 | | Jun 2026 | Weird Fish | 90.5K | 5.6% | 7 | | Jun 2026 | Saltrock | 40.5K | 2.5% | 8 | | Jun 2026 | Joules | 37K | 2.3% | 9 | | Jun 2026 | Sunspel | 33.1K | 2.1% | 10 | | Jun 2026 | Jack Wills | 27.1K | 1.7% | 11 | | Jun 2026 | Hush | 22.2K | 1.4% | 12 | | Jul 2026 | FatFace | 301K | 18.8% | 1 | | Jul 2026 | Boden | 246K | 15.4% | 2 | | Jul 2026 | White Stuff | 246K | 15.4% | 3 | | Jul 2026 | Crew Clothing | 201K | 12.5% | 4 | | Jul 2026 | Superdry | 201K | 12.5% | 5 | | Jul 2026 | Seasalt Cornwall | 165K | 10.3% | 6 | | Jul 2026 | Weird Fish | 74K | 4.6% | 7 | | Jul 2026 | Saltrock | 49.5K | 3.1% | 8 | | Jul 2026 | Jack Wills | 33.1K | 2.1% | 9 | | Jul 2026 | Sunspel | 33.1K | 2.1% | 10 | | Jul 2026 | Joules | 30.2K | 1.9% | 11 | | Jul 2026 | Hush | 22.2K | 1.4% | 12 | | Aug 2026 | FatFace | 368K | 21.7% | 1 | | Aug 2026 | Superdry | 246K | 14.5% | 2 | | Aug 2026 | White Stuff | 246K | 14.5% | 3 | | Aug 2026 | Boden | 201K | 11.8% | 4 | | Aug 2026 | Crew Clothing | 201K | 11.8% | 5 | | Aug 2026 | Seasalt Cornwall | 165K | 9.7% | 6 | | Aug 2026 | Weird Fish | 90.5K | 5.3% | 7 | | Aug 2026 | Saltrock | 60.5K | 3.6% | 8 | | Aug 2026 | Joules | 39.2K | 2.3% | 9 | | Aug 2026 | Jack Wills | 33.1K | 1.9% | 10 | | Aug 2026 | Sunspel | 27.1K | 1.6% | 11 | | Aug 2026 | Hush | 22.2K | 1.3% | 12 | | Sep 2026 | FatFace | 301K | 18.4% | 1 | | Sep 2026 | Boden | 246K | 15.1% | 2 | | Sep 2026 | Superdry | 246K | 15.1% | 3 | | Sep 2026 | White Stuff | 246K | 15.1% | 4 | | Sep 2026 | Crew Clothing | 165K | 10.1% | 5 | | Sep 2026 | Seasalt Cornwall | 165K | 10.1% | 6 | | Sep 2026 | Weird Fish | 74K | 4.5% | 7 | | Sep 2026 | Joules | 51.2K | 3.1% | 8 | | Sep 2026 | Saltrock | 49.5K | 3% | 9 | | Sep 2026 | Jack Wills | 40.5K | 2.5% | 10 | | Sep 2026 | Sunspel | 27.1K | 1.7% | 11 | | Sep 2026 | Hush | 22.2K | 1.4% | 12 | ## What is being compared - **Boden**: Measured on the search term “boden”. - **Crew Clothing**: Measured on the search term “crew clothing”. - **FatFace**: Measured on the search term “fatface”. - **Hush**: Measured on the search term “hush clothing”. - **Jack Wills**: Measured on the search term “jack wills”. - **Joules**: Measured on the search terms “joules clothing” and “joules uk”, summed into one figure. - **Saltrock**: Measured on the search term “saltrock”. - **Seasalt Cornwall**: Measured on the search term “seasalt cornwall”. - **Sunspel**: Measured on the search term “sunspel”. - **Superdry**: Measured on the search term “superdry”. - **Weird Fish**: Measured on the search term “weird fish”. - **White Stuff**: Measured on the search term “white stuff”. - [Boden](/demand/uk/brands/boden) - [Crew Clothing](/demand/uk/brands/crew-clothing) - [FatFace](/demand/uk/brands/fatface) - [Hush](/demand/uk/brands/hush-clothing) - [Jack Wills](/demand/uk/brands/jack-wills) - [Joules](/demand/uk/brands/joules) - [Saltrock](/demand/uk/brands/saltrock) - [Seasalt Cornwall](/demand/uk/brands/seasalt-cornwall) - [Sunspel](/demand/uk/brands/sunspel) - [Superdry](/demand/uk/brands/superdry) - [Weird Fish](/demand/uk/brands/weird-fish) - [White Stuff](/demand/uk/brands/white-stuff) ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### Which brand is most popular in search among casual clothing brands in the United Kingdom? 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. ## Cite this page Brandwave. "Casual clothing brands in the United Kingdom: Which are searched most?". https://gobrandwave.com/demand/uk/categories/uk-casual-clothing-brands This page is also available as HTML at https://gobrandwave.com/demand/uk/categories/uk-casual-clothing-brands. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.