Superdry may be facing a barrage of problems and struggling to ignite meaningful sales growth, but the brand has just been declared the “trendiest” British menswear label of last year in a study from a surprising source.

Genting Casino looked at the last 12 months of Google search data and Instagram posts and came up with that Superdry nugget, more of which later.

But first, the report said cardigans had a real menswear moment in 2023. They saw 9.86 million Instagram posts and 897,000 annual searches, helping them achieve a ‘trend score’ of 9.8 out of 10 and boosted — we’re told — by the “revival of 90s grunge fashion last year”.

They were followed by leather jackets with 4.17 million Instagram posts and even more searches at 1.067 million than cardigans. But the Instagram posts gave cardigans the edge and leather jackets had a marginally lower trend score of 9.73.

Crossbody bags were third with 1.66 million posts and 1.441 million searches for a tend score of 9.52. In fact, these bags were the most searched-for trend of all.

Trench coats were fourth with 1.51 million posts and 1.198 million searches for a score of 9.38, while denim jackets rounded out the top five with a hefty 2.91 million posts and 628,100 searches for a score of 9.25.

Other key items in the top 15 (in descending order) were flip flops, crop tops, polo shirts, puffer jackets, varsity jackets, parkas, bomber jackets, flannel shirts and sweatpants.

It’s interesting how casualwear-focused that list is (no sign of suits, ties or formal shirts). So perhaps it’s no surprise how high Superdry scored, although with the aforementioned challenges it’s facing, we might not have expected it to get to the top of the brand list.

Of course, calling it the “trendiest” may not be quite accurate. Perhaps “popular” is more on the mark (despite its sales woes).

Regardless, it came top based on Instagram posts about it (1.31 million) with 5.5 million annual searches and a trend score of 9.6 out of 10.

Next was Ted Baker (which has had its own challenges in recent years and is now under Authentic Brands ownership), on 898,245 posts and 4.189 million searches to score 9.33. Then there was Reebok with 9.389 million posts, and 1.276 million searches, scoring 9.19. Reebok is another label that has struggled to achieve growth and is now also owned by Authentic.

Clearly, this trio of brands may have faced issues, but they remain very much on consumers’ radars and in demand.

Clarks was joint third on the list with 690,454 posts (in a year during which its ultra-cool marketing initiatives were very visible) and 6.6 million searches, with Barbour in fifth place. Spurred by collabs and the heritage trend, it saw 768,548 posts and 2.162 million searches.

The rest of the top 15 comprised Paul Smith, Fred Perry, Jack Wills, French Connection, Lyle & Scott, Berghaus, Pretty Green, Ben Sherman, Dunhill and Kangol.

Meanwhile, international brands resonating with UK consumers were led by New Balance on 11 million posts and 8.253 million searches to score an index-smashing 9.9 out of 10, and Converse with 18.7 million posts and 4.7 million searches to also score 9.9.

Tommy Hilfiger was next on 7.58 million posts and 3.8 million searches to score 9.58; PVH stablemate Calvin Klein on 7.36 million posts, 2.4 million searches and a score of 9.38; and Levi’s on the same score after 7.368 million posts and 2.19 million searches.

After them came Versace, Asics, Hollister, Guess, Lacoste, Billionaire Boys Club, Hugo Boss (presumably the Hugo and Boss labels combined), Timberland, Moncler and Armani.

The study looked at the UK’s biggest fashion influencers too and David Gandy scored a perfect 10 here with a million Instagram followers and 96,400 likes per post.

Art director Phil Cohen and fitness vlogger Rowan Row were second and third with electrician-turned-model Ali Gordon and YouTuber/model Carl Cunard fourth and fifth.

Other men’s influencers included Oliver Cheshire, Eyal Booker, Leo Mandella, Charlie Irons, Josh Cuthbert, Jim Chapman, Carl Thompson, Joel Mcloughlin, Matthew Spade and Eve Efeturi.