Swagger is earned when fans recognise a brand speaking their language and joining the conversation naturally. To measure a brand’s “Big Swagger Energy”*, SAMY analysed social posts and media coverage from Oasis’ reunion announcement in August 2024 through to the final Wembley gigs in September 2025. Aldi shocked the field, topping the Swagger Index with a swagger score of 63.9. Stone Island, long associated with terrace fashion, came in fourth with a solid 50.0, keeping it firmly in the reunion conversation even if it didn’t break into the top tier. The Top 10 Swagger Brands were:Aldi – 63.9 Adidas Originals – 60.5 Lidl – 53.4 Stone Island – 50.0 Premier Inn – 36.8 Burberry – 32.7 Barbour – 32.7 Berghaus – 30.4 Asda – 13.4 Kappa – 12.4Share This Article