Jack Wills vs White Stuff:Which is more popular?
In September 2026, White Stuff had more branded searches than Jack Wills among casual clothing brands in the United Kingdom. White Stuff had about 246,000 branded searches, while Jack Wills had 40,500. White Stuff made up 15.1% 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, White Stuff appeared in one of the four answers and Jack Wills in none.
Who do people search for more?
White Stuff, about 6 searches for every 1 for Jack Wills
Who does AI mention more?
White Stuff, 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, White Stuff 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 White Stuff more popular in search?
This chart shows how often people search Google for Jack Wills 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 White Stuff, 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 White Stuff comparison changed over the last 12 months?
3 findings
- White Stuff 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, 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, 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 Jack Wills’ 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.
Jack Wills
1 branded search term
- jack wills
White Stuff
1 branded search term
- white stuff
Other head-to-heads among casual clothing brands
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