Ciele – D2C Ranking & Growth Metrics
Performance running caps and lightweight headwear for athletes.
Last updated · August 2026 edition · method v1.2
Ciele ranks #65 of 312 D2C brands in the August 2026 edition and #17 of 63 in Apparel, down 2 places on last month. We estimate Ciele's revenue is flat year on year (medium confidence). Branded search is steady over the past year. Among apparel brands selling running caps, its closest competitor is First Lite (#63).
revenue (est.) Whether we estimate the brand's revenue is growing, flat or shrinking compared with a year earlier, from the online signals most tied to sales: branded search and site traffic, weighted towards the last three months.
It is a direction of travel, not a figure. We can't see prices, conversion, or sales through retailers and Amazon, so confidence is lower for brands that sell mostly through stockists, or when the signals disagree.
Scale is size, Momentum is direction: a small brand can grow fast, and a big one can be shrinking.
How scoring works →Year on year, medium confidence. Why
scale A 0–100 score built from branded search (35%), site traffic (35%) and social following (30%).
It uses a log scale, so a brand 10 times bigger scores roughly 30 points higher. Higher means bigger.
Scale is size, Momentum is direction: a small brand can grow fast, and a big one can be shrinking.
How scoring works →How big Ciele is today: #65 of 312 by size.
momentum Year-on-year growth in branded search, site traffic and social, over the last 12 months and the last 3 months.
50 means flat. Above 50 is growing (a brand that doubled scores about 88); below 50 is shrinking (halved scores about 12).
Scale is size, Momentum is direction: a small brand can grow fast, and a big one can be shrinking.
How scoring works →How fast it's growing: roughly flat (50 = flat).
what drives the score Is Ciele's revenue growing?
We estimate Ciele's revenue is flat year on year (medium confidence). Only one of the two signals is available for Ciele, so confidence is medium.
Estimated from year-on-year changes in branded search and site traffic. A direction of travel, not a revenue figure: we can't see prices, conversion, or retail and Amazon sales. How we estimate it.
How fast is Ciele growing?
Ciele's Momentum score is 46.2, which means it is roughly flat (50 means flat; a brand that doubled would score about 88). Branded search is steady over the past 12 months. Since September 2025 it has moved from #60 to #65 overall. Its size score is driven most by branded search demand, with social audience relatively weakest.
About Ciele
Ciele designs running caps, hats and lightweight accessories for runners and outdoor athletes. The brand focuses heavily on headwear, offering a wide range of cap styles built with technical fabrics intended to manage sweat, provide sun protection and hold shape over repeated wear. Alongside caps, Ciele makes bags, socks and other small accessories aimed at people who run or train outdoors regularly.
The brand sells directly to consumers through its own website and is positioned around performance and durability rather than general fashion headwear. Ciele's products are described in terms of fit, breathability and packability, aimed at runners who wear caps as part of daily training rather than occasional use. The brand also references community and athlete-informed design in how its products are developed and marketed.
Ciele branded search volume
How often people search for Ciele by name, month by month, indexed so the peak month = 100 (we publish the trend, not raw vendor figures). Over the past year, demand is steady. Demand is fairly steady through the year.
Ciele's audience, products and channels
Social audience
- Instagram cieleathletics 155,378
Followers as shown on each platform, end of August 2026.
Where it sells
- Own online storeyes
- Retailers / stockistsnot found
- Amazonnot found
Ciele competitors
The apparel brands closest to Ciele: same kind of product first, then the nearest in size. See every brand in Apparel or the full D2C brand rankings.
Technical merino wool hunting apparel and gear for specific game pursuits.
Technical cycling apparel with a contemporary design aesthetic
Women's apparel and home goods brand known for the Nap Dress
Merino wool socks made in Vermont, guaranteed for life.
British-made waterproof jackets, fleeces and footwear for hiking and mountaineering
Ciele vs First Lite
First Lite is the bigger brand (Scale 56.4 against 56.3), while Ciele is growing faster (Momentum 46 against 40). See First Lite's page.
| August 2026 | Ciele | First Lite |
|---|---|---|
| Overall rank | #65 | #63 |
| Apparel rank | #17 | #16 |
| Scale (size) | 56.3 | 56.4 |
| Momentum (growth) | 46.2 | 39.8 |
| Branded search | 58 | 61 |
| Social audience | 55 | 65 |
Scores run 0 to 100. Signal scores show what drives each brand's Scale. The higher value in each row is in bold.
Ciele: common questions
What does Ciele sell?
Performance running caps and lightweight headwear for athletes. Known for: Running caps, Trucker caps, Lightweight bags, Performance socks and Sun hats.
Where is Ciele from?
Ciele is based in United States.
Where can you buy Ciele?
Ciele sells through its own online store. Its online store is at cielegear.com.
Is Ciele's revenue growing?
We estimate Ciele's revenue is flat year on year (medium confidence). Only one of the two signals is available for Ciele, so confidence is medium. Estimated from year-on-year changes in branded search and site traffic. A direction of travel, not a revenue figure: we can't see prices, conversion, or retail and Amazon sales.
Who are Ciele's competitors?
Ciele's closest competitors in the Apparel category are First Lite, Pas Normal Studios, Hill House Home and Darn Tough.
Scale and signal scores run from 0 to 100 on a fixed log scale; Momentum is 50 when flat. August 2026, method v1.2. See the methodology, or report a correction.