Brandwave

Butter Goods vs Carhartt WIP:Which is more popular?

In September 2026, Butter Goods had more branded searches than Carhartt WIP among streetwear brands in Australia. Butter Goods had about 8,100 branded searches, while Carhartt WIP had 3,600. Butter Goods made up 7.2% of all streetwear brand searches we track, and Carhartt WIP accounted for 3.2%. When we asked ChatGPT and Google AI Overviews about streetwear brands, Carhartt WIP appeared in four of the five answers and Butter Goods in one. Carhartt WIP was mentioned before Butter Goods in three out of four answers that named either.

Among streetwear brands in Australia in September 2026

Who do people search for more?

Butter Goods, about 2 searches for every 1 for Carhartt WIP

Butter Goods 8.1K searchesCarhartt WIP 3.6K searches

Who does AI mention more?

Carhartt WIP, mentioned in 4 of 5 answers, Butter Goods in 1

Carhartt WIP in 4 of 5Butter Goods in 1 of 5

Who does AI recommend more?

Carhartt WIP, named ahead of Butter Goods in 3 of 4 answers

Carhartt WIP first in 3Butter Goods first in 1

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Top streetwear brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Carhartt WIP was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Butter Goods was mentioned in one out of five: not in any of the three ChatGPT answers, but in one of the two Google AI Overviews. Carhartt WIP was listed before Butter Goods in three out of four answers that named either.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Stüssy1st
  2. Carhartt WIP2nd
  3. Ksubi3rd
  4. Represent4th
  5. Butter Goods5th
  6. Kith6th
  7. Corteiz7th
  8. Thrills7th
  9. Fear of God Essentials9th
  10. I Love Ugly–
  11. +1 more

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Carhartt WIP4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Stüssy3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Ksubi3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Kith2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Represent2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Butter Goods1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Corteiz1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Fear of God Essentials1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Thrills1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • I Love Ugly0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+1 more

See every answer about streetwear brands

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in Australia on October 26, 2026.

Is Butter Goods or Carhartt WIP more popular in search?

This chart shows how often people search Google for Butter Goods and Carhartt WIP by name. Each line represents a brand's share of searches for all 11 streetwear brands we track, month by month, from searches in Australia.

Butter Goods and Carhartt WIP among streetwear brands in Australia, by month

Share of searches by month for Butter Goods, Carhartt WIP. The figures are in the table below the chart.

View monthly share of searches table
MonthStüssyI Love UglyKsubiButter GoodsCorteizKithCarhartt WIPFear of God EssentialsThrillsRepresentHuffer
Oct 202539.6%11.8%11.8%6.4%7.9%7.9%5.3%2.8%2.8%2.3%1.3%
Nov 202533%22%9.9%8.1%6.6%5.4%3.6%2.9%2.9%4.4%1.3%
Dec 202534.5%12.6%12.6%8.4%6.9%6.9%4.6%3.7%4.6%3.7%1.4%
Jan 202636.7%11%13.4%6%7.3%7.3%4.9%4%4%4%1.4%
Feb 202639.5%11.8%11.8%6.4%7.9%7.9%4.3%3.5%3.5%2.3%1.2%
Mar 202639.5%14.4%11.8%6.4%6.4%6.4%4.3%4.3%2.8%2.3%1.3%
Apr 202641.9%12.5%12.5%6.9%6.9%5.6%3.7%3.7%2.5%2.5%1.4%
May 202634.9%12.8%12.8%8.5%7%8.5%3.8%4.7%2.5%2.5%2.1%
Jun 202631.6%14.1%11.5%7.7%6.3%7.7%5.2%5.2%2.8%5.2%2.8%
Jul 202633.5%15%12.2%8.2%6.7%6.7%4.5%4.5%2.4%4.5%1.9%
Aug 202640.8%18.3%10%6.7%5.4%5.4%3.6%3.6%2.4%2.4%1.3%
Sep 202644.2%13.2%10.8%7.2%5.9%5.9%3.2%3.2%3.2%2.1%0.89%

How has the Butter Goods and Carhartt WIP comparison changed over the last 12 months?

3 findings

How did search popularity change for Australia streetwear brands in September 2026?

2 changes

  1. In September 2026, Butter Goods gained share of searches among streetwear brands in Australia, from 6.7% to 7.2%.

  2. Carhartt WIP’s share of searches among streetwear brands in Australia has lost ground for 3 months in a row, from 5.2% to 3.2% in September 2026.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Butter Goods’ and Carhartt WIP’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.

Butter Goods

1 branded search term

  • butter goods

Carhartt WIP

1 branded search term

  • carhartt wip

How the Brand Demand Index is measured

Other head-to-heads among streetwear brands

Creator with pink hair and a pink jacket

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