Jeans brands in the United Kingdom:Which are most popular?

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

In September 2026, Levi's was the most searched jeans brand in the United Kingdom, accounting for 28.3% of all searches among the seven brands we track. When we checked with ChatGPT and Google AI Overviews, Levi's showed up in every answer. Levi's was recommended most often, coming first in two out of three responses that gave a list.

Follow jeans brands 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

Track your brand in this set →

Top jeans brands in ChatGPT and Google AI Overviews

In Brandwave's three ChatGPT questions and one Google AI Overview, Levi's appeared every time. Levi's was recommended most often, coming first in two out of three answers that gave a list. Wrangler was second, and M&S was third. Diesel, which ranked fourth in searches, was not mentioned at all.

Most recommended by AI

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

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
Levi's	Named in 3 of 3 ChatGPT answers	Named in 1 of 1 Google AI Overviews	4 of 4
M&S	Named in 2 of 3 ChatGPT answers	Named in 0 of 1 Google AI Overviews	2 of 4
Wrangler	Named in 2 of 3 ChatGPT answers	Named in 0 of 1 Google AI Overviews	2 of 4
Diesel	Named in 0 of 3 ChatGPT answers	Named in 0 of 1 Google AI Overviews	0 of 4
River Island	Named in 0 of 3 ChatGPT answers	Named in 0 of 1 Google AI Overviews	0 of 4
Lee	Named in 0 of 3 ChatGPT answers	Named in 0 of 1 Google AI Overviews	0 of 4
G-Star RAW	Named in 0 of 3 ChatGPT answers	Named in 0 of 1 Google AI Overviews	0 of 4

Levi's4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
M&S2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Wrangler2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Diesel0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
River Island0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Lee0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
G-Star RAW0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers

See every answer about jeans brands

4 answers

Asked ChatGPT
“What are the best jeans brands in the UK?”
1. 1Levi's
2. 2M&S
3. 3Wrangler
Asked ChatGPT
“Where can I buy jeans that fit well in the UK?”
1. 1Levi's
2. 2M&S
Asked ChatGPT
“Which jeans last the longest?”
1. 1Wrangler
2. 2Levi's
Searched Google, AI Overview
“jeans”
1. 1Levi's

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 jeans brands do people search for most?

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

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

Month	Levi's	M&S	Wrangler	Diesel	River Island	Lee	G-Star RAW
Oct 2025	38.1%	20.8%	11.4%	9.3%	11.4%	6.2%	2.8%
Nov 2025	47.8%	14.3%	9.6%	9.6%	9.6%	6.4%	2.8%
Dec 2025	47.3%	14.2%	9.5%	11.6%	9.5%	5.2%	2.8%
Jan 2026	36.4%	20%	13.3%	10.9%	8.9%	7.3%	3.2%
Feb 2026	34.2%	23%	12.5%	10.2%	10.2%	6.8%	3%
Mar 2026	35.2%	23.6%	10.5%	10.5%	10.5%	7%	2.5%
Apr 2026	39.1%	21.4%	11.7%	9.6%	9.6%	6.4%	2.3%
May 2026	38%	17%	13.9%	11.4%	9.3%	7.6%	2.8%
Jun 2026	41.8%	15.3%	15.3%	10.2%	8.3%	6.8%	2.5%
Jul 2026	37.2%	13.6%	16.6%	13.6%	9%	7.4%	2.7%
Aug 2026	30.7%	16.7%	16.7%	16.7%	9.1%	7.5%	2.6%
Sep 2026	28.3%	23.2%	15.5%	12.7%	10.4%	6.9%	3%

Rank	Brand	Share of searches	Estimated monthly branded searches	vs prior month	Share change
1, held 1st	Levi's	28.3%	27.1K	+22.1%	-2.3 points
2, moved from 3rd to 2nd	M&S	23.2%	22.2K	+83.5%	+6.5 pointsmoved from 3rd to 2nd
3, moved from 4th to 3rd	Wrangler	15.5%	14.8K	+22.3%	-1.2 pointsmoved from 4th to 3rd
4, moved from 2nd to 4th	Diesel	12.7%	12.1K	0%	-4.1 pointsmoved from 2nd to 4th
5, held 5th	River Island	10.4%	9.9K	+50%	+1.2 points
6, held 6th	Lee	6.9%	6.6K	+22.2%	-0.6 points
7, held 7th	G-Star RAW	3%	2.9K	+52.6%	+0.4 points

1.Levi's
28.3%
Held 1st. 27.1K estimated branded searches, +22.1% vs prior month. Share -2.3 points.
2.M&S
23.2%
Moved from 3rd to 2nd. 22.2K estimated branded searches, +83.5% vs prior month. Share +6.5 points.
3.Wrangler
15.5%
Moved from 4th to 3rd. 14.8K estimated branded searches, +22.3% vs prior month. Share -1.2 points.
4.Diesel
12.7%
Moved from 2nd to 4th. 12.1K estimated branded searches, 0% vs prior month. Share -4.1 points.
5.River Island
10.4%
Held 5th. 9.9K estimated branded searches, +50% vs prior month. Share +1.2 points.
6.Lee
6.9%
Held 6th. 6.6K estimated branded searches, +22.2% vs prior month. Share -0.6 points.
7.G-Star RAW
3%
Held 7th. 2.9K estimated branded searches, +52.6% vs prior month. Share +0.4 points.

M&S and River Island sell other things too, so only their searches that name this product count here, like “m&s jeans”.

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

7 brands

In September 2026, Levi's was the most searched among jeans brands in the United Kingdom, with an estimated 27.1K branded searches, 28.3% of all searches for the seven we track. M&S is in 2nd place, 5.1 percentage points behind at 23.2%.

United Kingdom jeans brands, last 12 months ending September 2026
Brand	Share of searches	Peak	Low	Rank
Levi's	38.1% → 28.3%	47.8%Nov 2025	28.3%Sep 2026	1st
M&S	20.8% → 23.2%	23.6%Mar 2026	13.6%Jul 2026	2nd
Wrangler	11.4% → 15.5%	16.7%Aug 2026	9.5%Dec 2025	4th → 3rd
Diesel	9.3% → 12.7%	16.7%Aug 2026	9.3%Oct 2025	5th → 4th
River Island	11.4% → 10.4%	11.4%Oct 2025	8.3%Jun 2026	3rd → 5th
Lee	6.2% → 6.9%	7.6%May 2026	5.2%Dec 2025	6th
G-Star RAW	2.8% → 3%	3.2%Jan 2026	2.3%Apr 2026	7th

Each finding as a sentence

Across the 12 months ending September 2026, Levi's’ share of searches among jeans brands in the United Kingdom decreased from 38.1% to 28.3%.
Across the 12 months ending September 2026, M&S’s share of searches among jeans brands in the United Kingdom increased from 20.8% to 23.2%.
Across the 12 months ending September 2026, Wrangler’s share of searches among jeans brands in the United Kingdom increased from 11.4% to 15.5%.
Across the 12 months ending September 2026, Diesel’s share of searches among jeans brands in the United Kingdom increased from 9.3% to 12.7%.
Across the 12 months ending September 2026, River Island’s share of searches among jeans brands in the United Kingdom decreased from 11.4% to 10.4%.
Across the 12 months ending September 2026, Lee’s share of searches among jeans brands in the United Kingdom increased from 6.2% to 6.9%.
Across the 12 months ending September 2026, Levi's’ share of searches among jeans brands in the United Kingdom peaked at 47.8% in November 2025 and was lowest at 28.3% in September 2026.
Across the 12 months ending September 2026, M&S’s share of searches among jeans brands in the United Kingdom peaked at 23.6% in March 2026 and was lowest at 13.6% in July 2026.
Across the 12 months ending September 2026, Wrangler’s share of searches among jeans brands in the United Kingdom peaked at 16.7% in August 2026 and was lowest at 9.5% in December 2025.
Across the 12 months ending September 2026, Diesel’s share of searches among jeans brands in the United Kingdom peaked at 16.7% in August 2026 and was lowest at 9.3% in October 2025.
Across the 12 months ending September 2026, River Island’s share of searches among jeans brands in the United Kingdom peaked at 11.4% in October 2025 and was lowest at 8.3% in June 2026.
Across the 12 months ending September 2026, Lee’s share of searches among jeans brands in the United Kingdom peaked at 7.6% in May 2026 and was lowest at 5.2% in December 2025.
Across the 12 months ending September 2026, Wrangler rose from 4th to 3rd among jeans brands in the United Kingdom.
Across the 12 months ending September 2026, Diesel rose from 5th to 4th among jeans brands in the United Kingdom.
Across the 12 months ending September 2026, River Island fell from 3rd to 5th among jeans brands in the United Kingdom.
Across the 12 months ending September 2026, G-Star RAW held steady: its share of searches among jeans brands in the United Kingdom moved less than 0.5 percentage points.

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

7 changes

In September 2026, M&S overtook Diesel to rank 2nd among jeans brands in the United Kingdom, with 23.2% of the searches.
In September 2026, River Island gained share of searches among jeans brands in the United Kingdom, from 9.1% to 10.4%.
In September 2026, Diesel lost share of searches among jeans brands in the United Kingdom, from 16.7% to 12.7%.
In September 2026, Levi's lost share of searches among jeans brands in the United Kingdom, from 30.7% to 28.3%.
In September 2026, Wrangler lost share of searches among jeans brands in the United Kingdom, from 16.7% to 15.5%.
In September 2026, Lee lost share of searches among jeans brands in the United Kingdom, from 7.5% to 6.9%.
Estimated monthly branded searches for G-Star RAW in the United Kingdom fell 19.4% over 12 measured months, from 3.6K to 2.9K in September 2026.

How are branded searches counted for jeans brands?

7 search terms

Each brand's share of searches among jeans 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.