Hush vs Jack Wills:Which is more popular?
In September 2026, Jack Wills had more branded searches than Hush among casual clothing brands in the United Kingdom. Jack Wills had about 40,500 branded searches, while Hush had 22,200. Jack Wills made up 2.5% of all casual clothing brand searches we track, and Hush accounted for 1.4%. When we asked ChatGPT and Google AI Overviews about casual clothing brands, Hush appeared in one of the four answers and Jack Wills in none.
Who do people search for more?
Jack Wills, about 82% more searches than Hush
Who does AI mention more?
Hush, mentioned in 1 of 4 answers, Jack Wills 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, Hush was mentioned in one out of four: in one of the three ChatGPT answers, but not in the Google AI Overview. Jack Wills 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- 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?”
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 Hush or Jack Wills more popular in search?
This chart shows how often people search Google for Hush and Jack Wills 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 Jack Wills, Hush. 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 Hush and Jack Wills comparison changed over the last 12 months?
3 findings
- Jack Wills was ahead of Hush in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Hush’s share of searches among casual clothing brands in the United Kingdom moved from 1.2% to 1.4%, and its estimated monthly branded searches held steady at 22.2K.
- Across the 12 months ending September 2026, Jack Wills’ share of searches among casual clothing brands in the United Kingdom moved from 3.1% to 2.5%, and its estimated monthly branded searches moved from 60.5K to 40.5K.
How did search popularity change for United Kingdom casual clothing brands in September 2026?
1 change
In September 2026, Jack Wills gained share of searches among casual clothing brands in the United Kingdom, from 1.9% to 2.5%.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Hush’s and Jack Wills’ 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.
Hush
1 branded search term
- hush clothing
Jack Wills
1 branded search term
- jack wills
Other head-to-heads among casual clothing brands
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