FatFace vs White Stuff:Which is more popular?
In September 2026, FatFace had more branded searches than White Stuff among casual clothing brands in the United Kingdom. FatFace had about 301,000 branded searches, while White Stuff had 246,000. FatFace made up 18.4% of all casual clothing brand searches we track, and White Stuff accounted for 15.1%. When we asked ChatGPT and Google AI Overviews about casual clothing brands, White Stuff appeared in one of the four answers and FatFace in none.
Who do people search for more?
FatFace, about 22% more searches than White Stuff
Who does AI mention more?
White Stuff, mentioned in 1 of 4 answers, FatFace in 0
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Top casual clothing brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and one Google AI Overview, White Stuff was mentioned in one out of four: in one of the three ChatGPT answers, but not in the Google AI Overview. FatFace did not appear in any of the four answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
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
See every answer about casual clothing brands
4 answers
Asked ChatGPT
“What are some good British casual clothing brands?”
Asked ChatGPT
“Which UK brands sell nice clothes for weekends away?”
Asked ChatGPT
“Where can I buy a good quality hoodie in the UK?”
Searched Google, AI Overview
“clothing brands uk”
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.
Is FatFace or White Stuff more popular in search?
This chart shows how often people search Google for FatFace and White Stuff 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 by month for FatFace, White Stuff. The figures are in the table below the chart.
View monthly share of searches table
| 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% |
How has the FatFace and White Stuff comparison changed over the last 12 months?
3 findings
- FatFace was ahead of White Stuff in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, FatFace’s share of searches among casual clothing brands in the United Kingdom moved from 19.1% to 18.4%, and its estimated monthly branded searches moved from 368K to 301K.
- Across the 12 months ending September 2026, White Stuff’s share of searches among casual clothing brands in the United Kingdom moved from 12.8% to 15.1%, and its estimated monthly branded searches held steady at 246K.
How did search popularity change for United Kingdom casual clothing brands in September 2026?
3 changes
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, White Stuff gained share of searches among casual clothing brands in the United Kingdom, from 14.5% to 15.1%.
In September 2026, FatFace lost share of searches among casual clothing brands in the United Kingdom, from 21.7% to 18.4%.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using FatFace’s and White Stuff’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.
FatFace
1 branded search term
- fatface
White Stuff
1 branded search term
- white stuff
Other head-to-heads among casual clothing brands
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