Jack Wills vs Seasalt Cornwall:Which is more popular?
In September 2026, Seasalt Cornwall had more branded searches than Jack Wills among casual clothing brands in the United Kingdom. Seasalt Cornwall had about 165,000 branded searches, while Jack Wills had 40,500. Seasalt Cornwall made up 10.1% of all casual clothing brand searches we track, and Jack Wills accounted for 2.5%. When we asked ChatGPT and Google AI Overviews about casual clothing brands, Seasalt Cornwall appeared in one of the four answers and Jack Wills in none.
Who do people search for more?
Seasalt Cornwall, about 4 searches for every 1 for Jack Wills
Who does AI mention more?
Seasalt Cornwall, 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, Seasalt Cornwall 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 Jack Wills or Seasalt Cornwall more popular in search?
This chart shows how often people search Google for Jack Wills and Seasalt Cornwall 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 Seasalt Cornwall, Jack Wills. 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 Jack Wills and Seasalt Cornwall comparison changed over the last 12 months?
3 findings
- Seasalt Cornwall was ahead of Jack Wills in every measured month of the 12 months ending September 2026.
- 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.
- Across the 12 months ending September 2026, Seasalt Cornwall’s share of searches among casual clothing brands in the United Kingdom moved from 7% to 10.1%, and its estimated monthly branded searches moved from 135K to 165K.
How did search popularity change for United Kingdom casual clothing brands in September 2026?
2 changes
In September 2026, Jack Wills gained share of searches among casual clothing brands in the United Kingdom, from 1.9% to 2.5%.
Estimated monthly branded searches for Seasalt Cornwall in the United Kingdom rose 22.2% over 12 measured months, from 135K to 165K in September 2026.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Jack Wills’ and Seasalt Cornwall’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.
Jack Wills
1 branded search term
- jack wills
Seasalt Cornwall
1 branded search term
- seasalt cornwall
Other head-to-heads among casual clothing brands
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