Sunspel vs White Stuff:Which is more popular?
In September 2026, White Stuff had more branded searches than Sunspel among casual clothing brands in the United Kingdom. White Stuff had about 246,000 branded searches, while Sunspel had 27,100. White Stuff made up 15.1% 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 White Stuff in one.
Who do people search for more?
White Stuff, about 9 searches for every 1 for Sunspel
Who does AI mention more?
Sunspel, mentioned in 3 of 4 answers, White Stuff in 1
Follow Sunspel vs White Stuff and get free monthly updates on what changed
By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy
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. White Stuff was mentioned in one out of four: in one of the three ChatGPT answers, but not in the Google AI Overview.
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 White Stuff more popular in search?
This chart shows how often people search Google for Sunspel 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, 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 White Stuff comparison changed over the last 12 months?
3 findings
- White Stuff 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, 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%.
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 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.
Sunspel
1 branded search term
- sunspel
White Stuff
1 branded search term
- white stuff
Other head-to-heads among casual clothing brands
Put your own brand in this comparison
Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.