Sunspel vs Weird Fish:Which is more popular?
In September 2026, Weird Fish had more branded searches than Sunspel among casual clothing brands in the United Kingdom. Weird Fish had about 74,000 branded searches, while Sunspel had 27,100. Weird Fish made up 4.5% of all casual clothing brand searches we track, and Sunspel accounted for 1.7%. When we asked ChatGPT and Google AI Overviews about casual clothing brands, Sunspel appeared in three of the four answers and Weird Fish in none.
Who do people search for more?
Weird Fish, about 3 searches for every 1 for Sunspel
Who does AI mention more?
Sunspel, mentioned in 3 of 4 answers, Weird Fish 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, Sunspel was mentioned in three out of four: in two of the three ChatGPT answers and in the Google AI Overview. Weird Fish 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
Joules0 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 Sunspel or Weird Fish more popular in search?
This chart shows how often people search Google for Sunspel and Weird Fish 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 Weird Fish, Sunspel. 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 Sunspel and Weird Fish comparison changed over the last 12 months?
3 findings
- Weird Fish was ahead of Sunspel in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Sunspel’s share of searches among casual clothing brands in the United Kingdom moved from 1.2% to 1.7%, and its estimated monthly branded searches moved from 22.2K to 27.1K.
- Across the 12 months ending September 2026, Weird Fish’s share of searches among casual clothing brands in the United Kingdom moved from 5.7% to 4.5%, and its estimated monthly branded searches moved from 110K to 74K.
How did search popularity change for United Kingdom casual clothing brands in September 2026?
2 changes
In September 2026, Weird Fish lost share of searches among casual clothing brands in the United Kingdom, from 5.3% to 4.5%.
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 Sunspel’s and Weird Fish’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.
Sunspel
1 branded search term
- sunspel
Weird Fish
1 branded search term
- weird fish
Other head-to-heads among casual clothing brands
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