Passenger – D2C Ranking & Growth Metrics
British outdoor clothing and accessories made from recycled and organic materials.
Last updated · August 2026 edition · method v1.2
Passenger ranks #3 of 312 D2C brands in the August 2026 edition and #2 of 63 in Apparel, up 3 places on last month. We estimate Passenger's revenue is growing year on year (high confidence). Branded search is steady over the past year, with a seasonal peak in December and January. Among apparel brands selling outdoor clothing, its closest competitor is RevolutionRace (#13).
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, high 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 Passenger is today: #3 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: growing (50 = flat).
what drives the score Is Passenger's revenue growing?
We estimate Passenger's revenue is growing year on year (high confidence). Branded search is steady and site traffic is growing year on year, pointing the same way, so confidence is high.
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 Passenger growing?
Passenger's Momentum score is 57.9, which means it is growing (50 means flat; a brand that doubled would score about 88). Branded search is steady over the past 12 months. Site traffic is growing over the same 12 months. Its size score is driven most by site traffic, with branded search demand relatively weakest.
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.
Passenger branded search volume
How often people search for Passenger 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 seasonal, peaking in December and January and lowest in February.
Passenger's audience, products and channels
Social audience
- Instagram passengerclothing 663,633
- TikTok passengerclothing 39,300
Also on YouTube and Facebook.
Followers as shown on each platform, end of August 2026.
Products
- Products in store999
- New in the last 90 days3
- Typical price£52
- Price range£7 – £230
From Passenger's own online store.
Where it sells
- Own online storeyes
- Retailers / stockistsyes
- Amazonnot found
Its site is most visited in the UK, Germany, Australia and France.
Ecommerce stack
- Email & SMSKlaviyo
- ReviewsOkendo, Trustpilot
- Customer serviceGorgias
- PaymentsKlarna
- TrackingGoogle Tag Manager
- AnalyticsHotjar
Tools detected on passenger-clothing.com; detection covers common apps and may miss some.
Passenger competitors
The apparel brands closest to Passenger: same kind of product first, then the nearest in size. See every brand in Apparel or the full D2C brand rankings.
Scandinavian outdoor clothing, footwear and gear sold direct online
Lightweight, breathable outdoor clothing and equipment for hiking, running and mountaineering
Weatherproof outdoor clothing for hiking, climbing and mountain activities
Rugged outdoor clothing, bags and accessories made from durable fabrics.
Technical outdoor apparel and gear for hiking, skiing, mountaineering and travel.
Passenger vs RevolutionRace
Passenger leads on both size and growth: Scale 70.9 against 67.3, and Momentum 58 against 46. See RevolutionRace's page.
| August 2026 | Passenger | RevolutionRace |
|---|---|---|
| Overall rank | #3 | #13 |
| Apparel rank | #2 | #4 |
| Scale (size) | 70.9 | 67.3 |
| Momentum (growth) | 57.9 | 45.8 |
| Branded search | 70 | 85 |
| Site traffic | 72 | 39 |
| Social audience | 71 | 80 |
Scores run 0 to 100. Signal scores show what drives each brand's Scale. The higher value in each row is in bold.
Passenger: common questions
What does Passenger sell?
British outdoor clothing and accessories made from recycled and organic materials. Known for: Fleeces, Waterproofs, Trousers, Shirts and Bags & Gear.
Where is Passenger from?
Passenger is based in United Kingdom.
Where can you buy Passenger?
Passenger sells through its own online store and selected retailers. Its online store is at passenger-clothing.com.
Who founded Passenger?
Passenger was founded by Rich Sutcliffe.
Is Passenger's revenue growing?
We estimate Passenger's revenue is growing year on year (high confidence). Branded search is steady and site traffic is growing year on year, pointing the same way, so confidence is high. 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 Passenger's competitors?
Passenger's closest competitors in the Apparel category are RevolutionRace, Montane, Páramo and Filson.
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.