--- title: "Luke 1977 vs Moss: Which is searched more in the United Kingdom?" description: "Is Luke 1977 or Moss more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Menswear brands set in the United Kingdom. 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/compare/luke-1977-vs-moss-bros" publisher: "Brandwave" --- # Luke 1977 vs Moss: Which is searched more in the United Kingdom? Is Luke 1977 or Moss more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Menswear brands set in the United Kingdom. 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 - **Compared**: Luke 1977 and Moss - **Competitive set**: Menswear brands - **Market**: United Kingdom - **Month measured**: Sep 2026 - **Luke 1977 Share of Search**: 1.3% - **Moss Share of Search**: 13.1% ## Is Luke 1977 or Moss more popular in search? - In September 2026, Moss had more branded searches than Luke 1977 among menswear brands in the United Kingdom. Moss had about 90,500 branded searches, while Luke 1977 had 9,000. Moss made up 13.1% of all menswear brand searches we track, and Luke 1977 accounted for 1.3%. - Moss was ahead of Luke 1977 in every measured month of the 12 months ending September 2026. - Across the 12 months ending September 2026, Luke 1977’s share of searches among menswear brands in the United Kingdom moved from 1.5% to 1.3%, and its estimated monthly branded searches moved from 9.5K to 9K. - Across the 12 months ending September 2026, Moss’ share of searches among menswear brands in the United Kingdom moved from 17.1% to 13.1%, and its estimated monthly branded searches moved from 110K to 90.5K. ## Top menswear brands in ChatGPT and Google AI Overviews In three ChatGPT questions, Moss was mentioned in one out of three: in one of the three ChatGPT answers. Luke 1977 did not appear in any of the three answers. 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 | All answers that named it | | --- | --- | --- | --- | | Charles Tyrwhitt | 1st | 3 of 3 | 3 of 3 | | Reiss | 2nd | 3 of 3 | 3 of 3 | | Percival | 3rd | 2 of 3 | 2 of 3 | | Sunspel | 4th | 2 of 3 | 2 of 3 | | Private White V.C. | 4th | 2 of 3 | 2 of 3 | | Suitsupply | 6th | 1 of 3 | 1 of 3 | | Universal Works | 7th | 2 of 3 | 2 of 3 | | Moss | 8th | 1 of 3 | 1 of 3 | | Hawes & Curtis | Not ranked | 0 of 3 | 0 of 3 | | T.M.Lewin | Not ranked | 0 of 3 | 0 of 3 | | Hackett | Not ranked | 0 of 3 | 0 of 3 | | Luke 1977 | Not ranked | 0 of 3 | 0 of 3 | | Spoke | Not ranked | 0 of 3 | 0 of 3 | | Father Sons | Not ranked | 0 of 3 | 0 of 3 | | Farah | Not ranked | 0 of 3 | 0 of 3 | ## Every AI answer about menswear brands - Asked ChatGPT "What are the best menswear brands in the UK?": 1. Private White V.C., 2. Sunspel, 3. Reiss, 4. Percival, 5. Charles Tyrwhitt, 6. Universal Works - Asked ChatGPT "Where should I buy a good suit in the UK?": 1. Charles Tyrwhitt, 2. Suitsupply, 3. Moss, 4. Reiss - Asked ChatGPT "Which British clothing brands are good for men in their 30s?": 1. Reiss, 2. Percival, 3. Charles Tyrwhitt, 4. Universal Works, 5. Sunspel, 6. Private White V.C. Not named in any answer: Hawes & Curtis, T.M.Lewin, Hackett, Luke 1977, Spoke, Father Sons and Farah. Brands are listed in the order each answer named them. The answers were collected in United Kingdom on October 27, 2026. ## How did search popularity change for United Kingdom menswear brands in September 2026? - In September 2026, Moss lost share of searches among menswear brands in the United Kingdom, from 19.9% to 13.1%. - In September 2026, Luke 1977 fell from 8th to 10th among menswear brands in the United Kingdom. ## Month by month | Month | Luke 1977 estimated searches | Luke 1977 Share of Search | Luke 1977 rank | Moss estimated searches | Moss Share of Search | Moss rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 9.5K | 1.5% | 10 | 110K | 17.1% | 2 | | Nov 2025 | 14.3K | 1.7% | 9 | 135K | 16.5% | 2 | | Dec 2025 | 14.3K | 2.1% | 9 | 110K | 15.9% | 2 | | Jan 2026 | 11K | 1.8% | 10 | 135K | 21.5% | 2 | | Feb 2026 | 10.5K | 2.2% | 9 | 90.5K | 18.8% | 2 | | Mar 2026 | 9K | 1.5% | 10 | 110K | 18.9% | 2 | | Apr 2026 | 9K | 1.5% | 10 | 110K | 18.5% | 2 | | May 2026 | 10.5K | 1.4% | 9 | 135K | 17.7% | 2 | | Jun 2026 | 9K | 1.2% | 11 | 135K | 17.9% | 2 | | Jul 2026 | 8.5K | 1.1% | 12 | 135K | 17.8% | 2 | | Aug 2026 | 10.5K | 1.5% | 8 | 135K | 19.9% | 2 | | Sep 2026 | 9K | 1.3% | 10 | 90.5K | 13.1% | 2 | ## How each brand is measured Brandwave collects information about searches that people make online using Luke 1977’s and Moss’ 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. - **Luke 1977**: Measured on the search terms “luke 1977” and “luke clothing”, summed into one figure. - **Moss**: Measured on the search term “moss bros”. - [Luke 1977 profile](/demand/uk/brands/luke-1977) - [Moss profile](/demand/uk/brands/moss-bros) - [All menswear brands in the United Kingdom](/demand/uk/categories/uk-menswear-brands): The set both shares are measured inside, 15 brands. ## 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 ### Is Luke 1977 or Moss more popular in search? In September 2026, Moss had more branded searches than Luke 1977 among menswear brands in the United Kingdom. Moss had about 90,500 branded searches, while Luke 1977 had 9,000. Moss made up 13.1% of all menswear brand searches we track, and Luke 1977 accounted for 1.3%. ## Cite this page Brandwave. "Luke 1977 vs Moss: Which is searched more in the United Kingdom?". https://gobrandwave.com/demand/uk/compare/luke-1977-vs-moss-bros This page is also available as HTML at https://gobrandwave.com/demand/uk/compare/luke-1977-vs-moss-bros. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.