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PHD Designs

PHD Designs

AI visibility and ranking for Outdoor & Adventure: United Kingdom

Outdoor & Adventure [UK]
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North Yorkshire maker of down sleeping bags and jackets.

PHD Designs
appears in
1.0
% of measured AI answers in this industry and market.

Found score

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AI visibility scores and ranking

Data through

October 4, 2026

Updated

October 4, 2026

Latest scan visibility

1.1

October 4, 2026

Overall visibility

1.0

21 August 2026 – 4 October 2026 (scans 1–8)

Industry rank

27

Within this industry and market

Published scan history

Across 8 recorded scans from 21 August 2026 to 4 October 2026, PHD Designs's single-scan score moved from 1.3% to 1.1%, down 0.2 percentage points. Latest recorded scan 1.1% on 4 October 2026; combined-window score 1.0%.

View recorded scan history
Individual recorded scans. Each row is one scan on one date. The published combined-window score is 1.0% over 21 August 2026 – 4 October 2026, measured across every answer in that window — a different sample from any single row below.
Scan dateSingle-scan score
21 August 20261.3%
24 August 20262.0%
30 August 20260.7%
6 September 20260.7%
13 September 20260.9%
20 September 20260.7%
27 September 20260.9%
4 October 20261.1%

Latest scan = one scan. Overall visibility = all answers in the published window.

Visibility across AI platforms

Share of answers naming this brand

Chat GPT logo

ChatGPT

1.0%

Perplexity Logo

Perplexity

1.2%

Google logo with a multicolored capital G in blue, red, yellow, and green.

AI Overviews

0.9%

21 August 2026 – 4 October 2026 (scans 1–8)

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Perplexity names PHD Designs most often.

It appears in 1.2% of collected Perplexity answers and 0.9% of Google AI Overviews answers: a difference of 0.3 percentage points within the published window. This describes where mentions occur; it does not establish why the platforms differ.

Named across 13 of 150 questions.

PHD Designs appears in at least one collected answer to 8.7% of the tracked questions. That is question coverage; the 1.0% visibility score measures its share of individual answers.

Across 8 published scans, visibility ranged from 0.7% to 2.0%. The latest scan was 1.1% on 4 October 2026. Individual scan scores and the published-window score describe different samples.

How this brand compares.

View the full industry list

Industry list

In the same market.

Compare brands using the same question set and published window.

21 August 2026 – 4 October 2026 (scans 1–8)

Named in the sample

Prompts that surface this brand

The brand is named in at least one collected answer to each of these questions.

  • Best British camping brands
  • Best British made outdoor gear
  • Best British made vs imported camping gear
  • Best British outdoor brands
  • Best British owned outdoor brands
  • Best award winning British outdoor brands

Examples from the published question set. A mention on one platform does not mean every platform names the brand.

Other brands in these answers

Prompts that surface other brands

Different shopping needs can bring other brands into view. An absence here does not necessarily signal a problem.

  • Best British outdoor brands (Rab, Berghaus, Montane)
  • Best British owned outdoor brands (Rab, Paramo, Alpkit)
  • Which British outdoor brands are actually good (Rab, Montane, Mountain Equipment)
  • Best British hiking brands (Berghaus, Montane, Rab)
  • Best British made outdoor gear (Paramo, Terra Nova Equipment, Rab)
  • Best British camping brands (Vango, Terra Nova Equipment, Rab)

Competitor names are shown where they appear in the collected examples.

Recorded AI questions and answers

Recorded examples from the scan. Each card pairs a shopper’s prompt with an excerpt from the AI response.

Google AI Overviews

The question asked

Best British outdoor brands

From the recorded answer

PHD (Pioneering Designs): Hand-crafts elite custom down clothing and sleeping bags in the UK.
Read recorded answer

Recorded answer text · Google AI Overviews · 27 September 2026

The top British outdoor brands include Rab for mountaineering gear, Berghaus for classic technical apparel, and Alpkit for direct-to-consumer value.

### Technical & Mountain Apparel

- Rab: Founded in Alfreton in 1980, renowned globally for high-end down jackets, sleeping bags, and serious alpine layers. - Berghaus: Based in Sunderland/Newcastle since 1966, a pioneer in waterproof jackets and technical outdoor rucksacks. - Montane: Based in the UK, specializing in lightweight, breathable technical clothing for endurance runners and fast-and-light mountaineers. - Mountain Equipment: A staple for climbers and high-altitude expeditions, offering robust shells and down insulation. - Paramo: Known for directional waterproof technology (Nikwax Analogy) and repairable, soft-feeling waterproofs favored by UK hillwalkers.

### Specialist, Independent & British-Made

- Alpkit: An independent brand based in the Peak District offering affordable, high-performance gear from tents to technical shells. - PHD (Pioneering Designs): Hand-crafts elite custom down clothing and sleeping bags in the UK. - Aiguille Alpine: Hand-makes high-end rucksacks and climbing gear in Staveley, Lake District. - Inov-8: Originating in the Lake District, famous for grip-focused trail running and hiking footwear.

### Heritage & Country Wear

- Barbour: World-famous for iconic waxed cotton jackets and traditional countryside heritage. - Musto: A leading high-performance sailing and country sports brand holding Royal Warrants. - Craghoppers: Known for practical travel trousers, sun-protective fabrics, and insect-repellent outdoor clothing.

To help narrow down the best choice for you, tell me:

- What activity you plan to do (hiking, camping, trail running, or casual walks) - Your approximate budget - Whether you prefer lightweight technical gear or traditional heritage wear

ChatGPT

The question asked

Best independent outdoor gear brands UK

From the recorded answer

| PHD Designs | Sleeping bags & down | One of the best genuinely specialist British makers.
Read recorded answer

Recorded answer text · ChatGPT · 4 October 2026

If by “independent outdoor gear brands UK” you mean smaller, genuinely UK-led companies rather than the big corporate outdoor names, there's a very good scene. I'd shortlist these:

### My top independent UK outdoor brands

| Brand | Best for | Why I'd look at them | |---|---|---| | Alpkit | All-round gear | Probably the best starting point: hiking, camping, bikepacking, clothing and packs. It is independent/co-founder-led, with some manufacturing in the UK and a strong repair/reuse ethos. alpkit.com | | Páramo | Wet-weather clothing | Particularly interesting for the UK climate. It became employee-owned in 2022 and has an unusually strong repair, recycling and long-life philosophy. paramo-clothing.com | | PHD Designs | Sleeping bags & down | One of the best genuinely specialist British makers. Gear is made to order in its UK workshop, including customised sleeping bags and clothing. www.phdesigns.co.ukwww.phdesigns.co.uk | | Aiguille Alpine | Backpacks | A fantastic small-scale option. Established in the Lake District in 1987 and still manufactures its equipment on-site there. www.aiguillealpine.co.uk | | Atom Packs | Ultralight backpacks | Founder-led beginnings turned into a small Cumbria manufacturing operation. Particularly good if you want a lightweight/custom hiking pack. atompacks.co.uk | | Hilltrek | Handmade Scottish clothing | Small team making Ventile and technical outdoor clothing by hand on Royal Deeside. They also offer customised and made-to-measure garments. hilltrek.co.uk | | Buffalo Systems | Serious cold/wet weather | The distinctive Pertex-and-pile system is extremely well suited to British mountain weather. Buffalo still makes its clothing in small batches in Sheffield. buffalosystems.co.uk | | Keela | Technical clothing | Scottish, UK-led and particularly focused on functional clothing rather than fashion. It describes itself as one of the few remaining true garment manufacturers in the outdoor industry. keelaoutdoors.com | | Trekkertent | Lightweight tents | A very niche British cottage-industry option for lightweight backpacking shelters, including custom/small-run designs. www.trekkertent.com |

### If I were spending my own money

Best overall: Alpkit Best genuinely small maker: PHD Best backpack: Atom Packs or Aiguille Alpine Best wet-weather clothing: Páramo Best old-school British mountain gear: Buffalo Best Scottish-made clothing: Hilltrek Best lightweight shelter: Trekkertent Best specialist technical clothing: Keela

One important distinction: Rab, Montane, Mountain Equipment and Berghaus are excellent British outdoor brands, but I wouldn't put them in the same “independent small maker” category as PHD, Aiguille, Atom Packs or Hilltrek. The distinction matters if your priority is supporting genuinely independent UK manufacturing.

For example, PHD explicitly says it has no shareholders and keeps everything small and in-house, while Aiguille manufactures its entire range on-site in the Lake District. www.aiguillealpine.co.ukwww.phdesigns.co.uk

If you're interested, I can also make you a “20 best British cottage-industry outdoor brands” list, including obscure makers of tents, backpacks, clothing, knives/tools, sleeping bags and bushcraft gear.

Perplexity

The question asked

Best brand recommended by outdoor instructors UK

From the recorded answer

Best for down jackets and sleeping bags: PHD, Rab, Alpkit, and Mountain Equipment …
Read recorded answer

Recorded answer text · Perplexity · 4 October 2026

For UK outdoor instructors, Rab is the strongest all-round brand recommendation-particularly for waterproofs, insulated jackets, and mountain clothing. It is a long-established UK brand widely used in professional outdoor settings, alongside Mountain Equipment, Montane, Páramo, and Keela.

- Best overall: Rab - Best for technical mountain clothing: Mountain Equipment - Best for lightweight clothing: Montane - Best for wet UK conditions: Páramo - Best Scottish-made/value option: Keela-named Sustainability Brand of the Year by The Great Outdoors in 2025 - Best for down jackets and sleeping bags: PHD, Rab, Alpkit, and Mountain Equipment

No single brand is officially endorsed by all UK outdoor instructors, so choose by activity and garment rather than brand alone. For general walking, hiking, and instructor use, Rab or Mountain Equipment would be the safest choices.

Excerpts from collected AI answers. AI claims are evidence of the response, not verified brand facts.

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Found / Brand snapshot

PHD Designs

Outdoor & Adventure

21 August 2026 – 4 October 2026 (scans 1–8)

1.0

%

AI visibility

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A clear measure.
An open method.

Visibility is the share of collected answers that name the brand. Brands in the same industry and market are measured against the same question set.

Published window

37

Answers naming the brand

3600

Answers collected

1.0

AI visibility

Answers naming the brand ÷ all collected answers × 100

01

Ask consistently

The same industry questions across ChatGPT, Perplexity and Google AI Overviews.

02

Record each response

Track brand mentions and positions across the published scans.

03

Compare the same scope

Use the same market, category and measurement window for every comparison.

Read the methodology

This is a sample of AI responses. Answers vary by platform and date; visibility does not measure sales or product quality.

Overall visibility combines answers within the published dates. Some market series accumulate scans from launch; others use four-scan cycles. A new cycle changes the scoring window, while individual scan history is retained. Compare the dates and sample sizes before comparing periods.

In the Found by Flux AI Visibility Index, PHD Designs ranks #27 among 38 tracked brands for Outdoor & Adventure · United Kingdom (21 August 2026 – 4 October 2026). Its visibility is 1.0%. It was named in 37 of 3,600 AI answers across 13 of 150 tracked questions, averaging position 7.1 when mentioned.

Source: Found by Flux · ChatGPT, Perplexity and Google AI Overviews. Visibility measures mentions in this sample, not sales or recommendation quality.

The scores, explained.

The scope, scores and comparisons behind this brand profile.

What is this brand’s AI Visibility Score?

Found by Flux records 1.0% AI visibility for PHD Designs in Outdoor & Adventure · United Kingdom, measured over 21 August 2026 – 4 October 2026. It ranks #27 among 38 tracked brands.

How often does AI mention this brand?

PHD Designs was named in 37 of 3,600 collected AI answers, across 13 of 150 tracked questions, for Outdoor & Adventure · United Kingdom (21 August 2026 – 4 October 2026). A mention can include a comparison or qualification; it is not necessarily a recommendation.

How is the AI Visibility Score calculated?

Found divides the number of collected answers naming PHD Designs by all 3,600 answers in the published Outdoor & Adventure · United Kingdom sample, then multiplies by 100. The same question set is used across ChatGPT, Perplexity and Google AI Overviews. See the Found methodology for the scope and limitations.

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Every shopper question this brand is missing from, the split across ChatGPT, Perplexity and Google AI Overviews, and what is causing the gap.
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