Brandwave

Carhartt WIP vs Stüssy:Which is more popular?

In September 2026, Stüssy had more branded searches than Carhartt WIP among streetwear brands in Australia. Stüssy had about 49,500 branded searches, while Carhartt WIP had 3,600. Stüssy made up 44.2% 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 Stüssy in three. Stüssy was mentioned before Carhartt WIP in three out of four answers that named either.

Among streetwear brands in Australia in September 2026

Who do people search for more?

Stüssy, about 14 searches for every 1 for Carhartt WIP

Stüssy 49.5K searchesCarhartt WIP 3.6K searches

Who does AI mention more?

Carhartt WIP, mentioned in 4 of 5 answers, Stüssy in 3

Carhartt WIP in 4 of 5Stüssy in 3 of 5

Who does AI recommend more?

Stüssy, named ahead of Carhartt WIP in 3 of 4 answers

Stüssy first in 3Carhartt WIP 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. Stüssy was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. Stüssy was listed before Carhartt WIP 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 Carhartt WIP or Stüssy more popular in search?

This chart shows how often people search Google for Carhartt WIP and Stüssy 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.

Carhartt WIP and Stüssy among streetwear brands in Australia, by month

Share of searches by month for Stüssy, 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 Carhartt WIP and Stüssy comparison changed over the last 12 months?

3 findings
  • Stüssy was ahead of Carhartt WIP in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Carhartt WIP’s share of searches among streetwear brands in Australia moved from 5.3% to 3.2%, and its estimated monthly branded searches moved from 5.4K to 3.6K.
  • Across the 12 months ending September 2026, Stüssy’s share of searches among streetwear brands in Australia moved from 39.6% to 44.2%, and its estimated monthly branded searches moved from 40.5K to 49.5K.

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

2 changes

  1. In September 2026, Stüssy gained share of searches among streetwear brands in Australia, from 40.8% to 44.2%.

  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 Carhartt WIP’s and Stüssy’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.

Carhartt WIP

1 branded search term

  • carhartt wip

Stüssy

1 branded search term

  • stussy

How the Brand Demand Index is measured

Other head-to-heads among streetwear brands

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