Passenger

Passenger in the index

In the August 2026 edition, Passenger ranks #3 of 184 brands overall and #2 of 60 in Apparel. Its Scale score is driven most by site traffic, with branded search demand its relatively weakest signal. Over the past year, branded search is steady, with a seasonal peak in December and January, and site traffic is growing strongly. Its Momentum score of 67 says the brand is growing overall (50 means flat).

About Passenger

Passenger is a British outdoor clothing brand based in the New Forest, selling apparel and accessories for men and women through its own website. The range covers fleeces, waterproofs, trousers, shirts, tees and bags, organised around activities such as hiking, surfing and outdoor living. The brand positions itself around themes of travel, escapism and time spent outdoors, describing its products as gear meant to be worn on adventures and repaired over time rather than replaced.

The brand sells direct to consumers online, with shipping across the UK and a number of other countries, and also lists stockists through a retailer finder. Passenger presents responsibility as a core part of its approach, favouring recycled and organic materials in its products and funding tree planting for orders placed. It also runs a community initiative, the Roamers Collective, aimed at outdoor-minded content creators and storytellers, and maintains a journal covering stories related to its products and ethos.