---
title: "Jeans brands in the United Kingdom: Which are searched most?"
description: "Compare the jeans brands people in the UK buy. Share of Search among Levi's, M&S, Wrangler, Diesel, River Island, Lee and G-Star RAW, the jeans 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-jeans-brands"
publisher: "Brandwave"
---

# Jeans brands in the United Kingdom: Which are searched most?

Compare the jeans brands people in the UK buy. Share of Search among Levi's, M&S, Wrangler, Diesel, River Island, Lee and G-Star RAW, the jeans 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**: Jeans brands
- **Market**: United Kingdom
- **Brands compared**: 7
- **Month measured**: Sep 2026
- **Highest Share of Search**: Levi's, 28.3%

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

- 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%.
- 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.

## 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.

Brands get a higher AI rank if they are mentioned earlier in the answers that list options.

| Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it |
| --- | --- | --- | --- | --- |
| Levi's | 1st | 3 of 3 | 1 of 1 | 4 of 4 |
| Wrangler | 2nd | 2 of 3 | 0 of 1 | 2 of 4 |
| M&S | 3rd | 2 of 3 | 0 of 1 | 2 of 4 |
| Diesel | Not ranked | 0 of 3 | 0 of 1 | 0 of 4 |
| River Island | Not ranked | 0 of 3 | 0 of 1 | 0 of 4 |
| Lee | Not ranked | 0 of 3 | 0 of 1 | 0 of 4 |
| G-Star RAW | Not ranked | 0 of 3 | 0 of 1 | 0 of 4 |

## Every AI answer about jeans brands

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

Not named in any answer: Diesel, River Island, Lee and G-Star RAW.

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

- [Levi's vs M&S: compare search popularity](/demand/uk/compare/levis-vs-marks-and-spencer): 28.3% against 23.2% Share of Search.
- [Levi's vs Wrangler: compare search popularity](/demand/uk/compare/levis-vs-wrangler): 28.3% against 15.5% Share of Search.
- [Levi's vs Diesel: compare search popularity](/demand/uk/compare/diesel-vs-levis): 28.3% against 12.7% Share of Search.
- [Levi's vs River Island: compare search popularity](/demand/uk/compare/levis-vs-river-island): 28.3% against 10.4% Share of Search.
- [M&S vs Wrangler: compare search popularity](/demand/uk/compare/marks-and-spencer-vs-wrangler): 23.2% against 15.5% Share of Search.
- [M&S vs Diesel: compare search popularity](/demand/uk/compare/diesel-vs-marks-and-spencer): 23.2% against 12.7% Share of Search.
- [M&S vs River Island: compare search popularity](/demand/uk/compare/marks-and-spencer-vs-river-island): 23.2% against 10.4% Share of Search.
- [Wrangler vs Diesel: compare search popularity](/demand/uk/compare/diesel-vs-wrangler): 15.5% against 12.7% Share of Search.
- [Wrangler vs River Island: compare search popularity](/demand/uk/compare/river-island-vs-wrangler): 15.5% against 10.4% Share of Search.
- [Diesel vs River Island: compare search popularity](/demand/uk/compare/diesel-vs-river-island): 12.7% against 10.4% Share of Search.

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

- 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.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | Levi's | 28.3% | 27.1K | +22.1% | Levi's |
| 2 | M&S | 23.2% | 22.2K | +83.5% | M&S |
| 3 | Wrangler | 15.5% | 14.8K | +22.3% | Wrangler |
| 4 | Diesel | 12.7% | 12.1K | 0.0% | Diesel |
| 5 | River Island | 10.4% | 9.9K | +50.0% | River Island |
| 6 | Lee | 6.9% | 6.6K | +22.2% | Lee |
| 7 | G-Star RAW | 3% | 2.9K | +52.6% | G-Star RAW |

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

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Levi's | 49.5K | 38.1% | 1 |
| Oct 2025 | M&S | 27.1K | 20.8% | 2 |
| Oct 2025 | River Island | 14.8K | 11.4% | 3 |
| Oct 2025 | Wrangler | 14.8K | 11.4% | 4 |
| Oct 2025 | Diesel | 12.1K | 9.3% | 5 |
| Oct 2025 | Lee | 8.1K | 6.2% | 6 |
| Oct 2025 | G-Star RAW | 3.6K | 2.8% | 7 |
| Nov 2025 | Levi's | 74K | 47.8% | 1 |
| Nov 2025 | M&S | 22.2K | 14.3% | 2 |
| Nov 2025 | Diesel | 14.8K | 9.6% | 3 |
| Nov 2025 | River Island | 14.8K | 9.6% | 4 |
| Nov 2025 | Wrangler | 14.8K | 9.6% | 5 |
| Nov 2025 | Lee | 9.9K | 6.4% | 6 |
| Nov 2025 | G-Star RAW | 4.4K | 2.8% | 7 |
| Dec 2025 | Levi's | 74K | 47.3% | 1 |
| Dec 2025 | M&S | 22.2K | 14.2% | 2 |
| Dec 2025 | Diesel | 18.1K | 11.6% | 3 |
| Dec 2025 | River Island | 14.8K | 9.5% | 4 |
| Dec 2025 | Wrangler | 14.8K | 9.5% | 5 |
| Dec 2025 | Lee | 8.1K | 5.2% | 6 |
| Dec 2025 | G-Star RAW | 4.4K | 2.8% | 7 |
| Jan 2026 | Levi's | 40.5K | 36.4% | 1 |
| Jan 2026 | M&S | 22.2K | 20% | 2 |
| Jan 2026 | Wrangler | 14.8K | 13.3% | 3 |
| Jan 2026 | Diesel | 12.1K | 10.9% | 4 |
| Jan 2026 | River Island | 9.9K | 8.9% | 5 |
| Jan 2026 | Lee | 8.1K | 7.3% | 6 |
| Jan 2026 | G-Star RAW | 3.6K | 3.2% | 7 |
| Feb 2026 | Levi's | 33.1K | 34.2% | 1 |
| Feb 2026 | M&S | 22.2K | 23% | 2 |
| Feb 2026 | Wrangler | 12.1K | 12.5% | 3 |
| Feb 2026 | Diesel | 9.9K | 10.2% | 4 |
| Feb 2026 | River Island | 9.9K | 10.2% | 5 |
| Feb 2026 | Lee | 6.6K | 6.8% | 6 |
| Feb 2026 | G-Star RAW | 2.9K | 3% | 7 |
| Mar 2026 | Levi's | 40.5K | 35.2% | 1 |
| Mar 2026 | M&S | 27.1K | 23.6% | 2 |
| Mar 2026 | Diesel | 12.1K | 10.5% | 3 |
| Mar 2026 | River Island | 12.1K | 10.5% | 4 |
| Mar 2026 | Wrangler | 12.1K | 10.5% | 5 |
| Mar 2026 | Lee | 8.1K | 7% | 6 |
| Mar 2026 | G-Star RAW | 2.9K | 2.5% | 7 |
| Apr 2026 | Levi's | 40.5K | 39.1% | 1 |
| Apr 2026 | M&S | 22.2K | 21.4% | 2 |
| Apr 2026 | Wrangler | 12.1K | 11.7% | 3 |
| Apr 2026 | Diesel | 9.9K | 9.6% | 4 |
| Apr 2026 | River Island | 9.9K | 9.6% | 5 |
| Apr 2026 | Lee | 6.6K | 6.4% | 6 |
| Apr 2026 | G-Star RAW | 2.4K | 2.3% | 7 |
| May 2026 | Levi's | 33.1K | 38% | 1 |
| May 2026 | M&S | 14.8K | 17% | 2 |
| May 2026 | Wrangler | 12.1K | 13.9% | 3 |
| May 2026 | Diesel | 9.9K | 11.4% | 4 |
| May 2026 | River Island | 8.1K | 9.3% | 5 |
| May 2026 | Lee | 6.6K | 7.6% | 6 |
| May 2026 | G-Star RAW | 2.4K | 2.8% | 7 |
| Jun 2026 | Levi's | 27.1K | 41.8% | 1 |
| Jun 2026 | M&S | 9.9K | 15.3% | 2 |
| Jun 2026 | Wrangler | 9.9K | 15.3% | 3 |
| Jun 2026 | Diesel | 6.6K | 10.2% | 4 |
| Jun 2026 | River Island | 5.4K | 8.3% | 5 |
| Jun 2026 | Lee | 4.4K | 6.8% | 6 |
| Jun 2026 | G-Star RAW | 1.6K | 2.5% | 7 |
| Jul 2026 | Levi's | 18.1K | 37.2% | 1 |
| Jul 2026 | Wrangler | 8.1K | 16.6% | 2 |
| Jul 2026 | Diesel | 6.6K | 13.6% | 3 |
| Jul 2026 | M&S | 6.6K | 13.6% | 4 |
| Jul 2026 | River Island | 4.4K | 9% | 5 |
| Jul 2026 | Lee | 3.6K | 7.4% | 6 |
| Jul 2026 | G-Star RAW | 1.3K | 2.7% | 7 |
| Aug 2026 | Levi's | 22.2K | 30.7% | 1 |
| Aug 2026 | Diesel | 12.1K | 16.7% | 2 |
| Aug 2026 | M&S | 12.1K | 16.7% | 3 |
| Aug 2026 | Wrangler | 12.1K | 16.7% | 4 |
| Aug 2026 | River Island | 6.6K | 9.1% | 5 |
| Aug 2026 | Lee | 5.4K | 7.5% | 6 |
| Aug 2026 | G-Star RAW | 1.9K | 2.6% | 7 |
| Sep 2026 | Levi's | 27.1K | 28.3% | 1 |
| Sep 2026 | M&S | 22.2K | 23.2% | 2 |
| Sep 2026 | Wrangler | 14.8K | 15.5% | 3 |
| Sep 2026 | Diesel | 12.1K | 12.7% | 4 |
| Sep 2026 | River Island | 9.9K | 10.4% | 5 |
| Sep 2026 | Lee | 6.6K | 6.9% | 6 |
| Sep 2026 | G-Star RAW | 2.9K | 3% | 7 |

## What is being compared

- **Diesel**: Measured on the search term “diesel jeans”.
- **G-Star RAW**: Measured on the search term “g-star jeans”.
- **Lee**: Measured on the search term “lee jeans”.
- **Levi's**: Measured on the search term “levi's jeans”.
- **M&S**: Measured on the search term “m&s jeans”.
- **River Island**: Measured on the search term “river island jeans”.
- **Wrangler**: Measured on the search term “wrangler jeans”.

- [Diesel](/demand/uk/brands/diesel)
- [G-Star RAW](/demand/uk/brands/g-star-raw)
- [Lee](/demand/uk/brands/lee-jeans)
- [Levi's](/demand/uk/brands/levis)
- [M&S](/demand/uk/brands/marks-and-spencer)
- [River Island](/demand/uk/brands/river-island)
- [Wrangler](/demand/uk/brands/wrangler)

## 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 jeans brands in the United Kingdom?

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.

## Cite this page

Brandwave. "Jeans brands in the United Kingdom: Which are searched most?". https://gobrandwave.com/demand/uk/categories/uk-jeans-brands

This page is also available as HTML at https://gobrandwave.com/demand/uk/categories/uk-jeans-brands. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.