Moss vs Sunspel:Which is more popular?
In September 2026, Moss had more branded searches than Sunspel among menswear brands in the United Kingdom. Moss had about 90,500 branded searches, while Sunspel had 27,100. Moss made up 13.1% of all menswear brand searches we track, and Sunspel accounted for 3.9%. When we asked ChatGPT and Google AI Overviews about menswear brands, Sunspel appeared in two of the three answers and Moss in one. Sunspel was mentioned before Moss in two out of three answers.
Who do people search for more?
Moss, about 3 searches for every 1 for Sunspel
Who does AI mention more?
Sunspel, mentioned in 2 of 3 answers, Moss in 1
Who does AI recommend more?
Sunspel, named ahead of Moss in 2 of 3 answers
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Top menswear brands in ChatGPT and Google AI Overviews
In three ChatGPT questions, Sunspel was mentioned in two out of three: in two of the three ChatGPT answers. Moss was mentioned in one out of three: in one of the three ChatGPT answers. Sunspel was listed before Moss in two out of three answers.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
Charles Tyrwhitt3 of 3Named in 3 of 3 ChatGPT answers
Reiss3 of 3Named in 3 of 3 ChatGPT answers- Sunspel2 of 3Named in 2 of 3 ChatGPT answers
Universal Works2 of 3Named in 2 of 3 ChatGPT answers
Percival2 of 3Named in 2 of 3 ChatGPT answers
Private White V.C.2 of 3Named in 2 of 3 ChatGPT answers- Moss1 of 3Named in 1 of 3 ChatGPT answers
Suitsupply1 of 3Named in 1 of 3 ChatGPT answers
Hawes & Curtis0 of 3Named in 0 of 3 ChatGPT answers
T.M.Lewin0 of 3Named in 0 of 3 ChatGPT answers
See every answer about menswear brands
3 answers
Asked ChatGPT
“What are the best menswear brands in the UK?”
Asked ChatGPT
“Where should I buy a good suit in the UK?”
Asked ChatGPT
“Which British clothing brands are good for men in their 30s?”
Searched Google, AI Overview
“mens clothing”
Google showed no AI Overview for this search.
Searched Google, AI Overview
“menswear”
Google showed no AI Overview for this search.
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 Moss or Sunspel more popular in search?
This chart shows how often people search Google for Moss and Sunspel by name. Each line represents a brand's share of searches for all 15 menswear brands we track, month by month, from searches in United Kingdom.
Share of searches by month for Moss, Sunspel. The figures are in the table below the chart.
View monthly share of searches table
| Month | Charles Tyrwhitt | Moss | Hawes & Curtis | T.M.Lewin | Suitsupply | Sunspel | Universal Works | Hackett | Percival | Luke 1977 | Spoke | Reiss | Father Sons | Private White V.C. | Farah |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 46.7% | 17.1% | 9.4% | 5.1% | 5.1% | 3.4% | 3.4% | 1.9% | 1.5% | 1.5% | 1.5% | 1% | 1.1% | 0.56% | 0.7% |
| Nov 2025 | 44.9% | 16.5% | 11% | 6% | 3.3% | 4% | 3.3% | 2.3% | 1.7% | 1.7% | 1.3% | 1.2% | 1.6% | 0.44% | 0.65% |
| Dec 2025 | 43.5% | 15.9% | 10.7% | 5.9% | 3.9% | 4.8% | 3.9% | 2.2% | 1.5% | 2.1% | 1.4% | 1.4% | 1.7% | 0.42% | 0.69% |
| Jan 2026 | 39.2% | 21.5% | 9.6% | 6.4% | 4.3% | 4.3% | 3.5% | 2.9% | 1.4% | 1.8% | 1.8% | 0.86% | 0.92% | 0.7% | 0.72% |
| Feb 2026 | 41.7% | 18.8% | 10.3% | 5.6% | 4.6% | 3.8% | 3.8% | 2.6% | 1.9% | 2.2% | 1.6% | 0.91% | 1.2% | 0.5% | 0.66% |
| Mar 2026 | 42.3% | 18.9% | 10.4% | 5.7% | 4.7% | 4.7% | 3.1% | 2.1% | 1.9% | 1.5% | 1.5% | 0.93% | 1.2% | 0.33% | 0.69% |
| Apr 2026 | 41.3% | 18.5% | 10.2% | 8.3% | 4.6% | 4.6% | 3% | 1.7% | 1.5% | 1.5% | 1.5% | 0.91% | 1.2% | 0.49% | 0.76% |
| May 2026 | 48.3% | 17.7% | 7.9% | 6.5% | 4.3% | 4.3% | 2.9% | 1.3% | 1.4% | 1.4% | 1.3% | 0.71% | 1% | 0.31% | 0.49% |
| Jun 2026 | 48.8% | 17.9% | 8% | 6.6% | 3.6% | 4.4% | 2.4% | 1.3% | 1.6% | 1.2% | 1.4% | 0.88% | 1.1% | 0.32% | 0.49% |
| Jul 2026 | 48.4% | 17.8% | 8% | 6.5% | 3.6% | 4.4% | 2.4% | 1.6% | 1.3% | 1.1% | 1.4% | 0.71% | 0.76% | 1.6% | 0.49% |
| Aug 2026 | 44.3% | 19.9% | 8.9% | 7.3% | 4% | 4% | 2.7% | 1.5% | 1.5% | 1.5% | 1.4% | 0.65% | 0.85% | 0.97% | 0.54% |
| Sep 2026 | 53.2% | 13.1% | 8.7% | 5.9% | 3.9% | 3.9% | 3.2% | 1.5% | 1.4% | 1.3% | 1.2% | 0.78% | 0.77% | 0.64% | 0.53% |
How has the Moss and Sunspel comparison changed over the last 12 months?
3 findings
- Moss was ahead of Sunspel in every measured month of the 12 months ending September 2026.
- 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.
- Across the 12 months ending September 2026, Sunspel’s share of searches among menswear brands in the United Kingdom moved from 3.4% to 3.9%, and its estimated monthly branded searches moved from 22.2K to 27.1K.
How did search popularity change for United Kingdom menswear brands in September 2026?
2 changes
In September 2026, Moss lost share of searches among menswear brands in the United Kingdom, from 19.9% to 13.1%.
Estimated monthly branded searches for Sunspel in the United Kingdom rose 22.1% over 12 measured months, from 22.2K to 27.1K in September 2026.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Moss’ and Sunspel’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.
Other head-to-heads among menswear brands
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