Brandwave

Carhartt WIP vs Thrills:Which is more popular?

In September 2026, Carhartt WIP and Thrills were level in searches among streetwear brands in Australia, with an estimated 3.6K branded searches each, at 3.2% of the total each. When we asked ChatGPT and Google AI Overviews about streetwear brands, Carhartt WIP appeared in four of the five answers and Thrills in one. Carhartt WIP was mentioned before Thrills in four out of five answers.

Among streetwear brands in Australia in September 2026

Who do people search for more?

Carhartt WIP and Thrills are searched for about as often as each other.

Carhartt WIP 3.6K searchesThrills 3.6K searches

Who does AI mention more?

Carhartt WIP, mentioned in 4 of 5 answers, Thrills in 1

Carhartt WIP in 4 of 5Thrills in 1 of 5

Who does AI recommend more?

Carhartt WIP, named ahead of Thrills in 4 of 5 answers

Carhartt WIP first in 4Thrills first in 1

Follow Carhartt WIP vs Thrills and get free monthly updates on what changed

By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy

Track your brand against a rival →

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. Thrills 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 Thrills in four out of five answers.

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 Thrills more popular in search?

This chart shows how often people search Google for Carhartt WIP and Thrills 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 Thrills among streetwear brands in Australia, by month

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

3 findings
  • Carhartt WIP was ahead of Thrills 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, Thrills’ share of searches among streetwear brands in Australia moved from 2.8% to 3.2%, and its estimated monthly branded searches moved from 2.9K to 3.6K.

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

2 changes

  1. In September 2026, Thrills overtook Represent to rank 9th among streetwear brands in Australia, with 3.2% of the searches.

  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 Thrills’ 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

Thrills

1 branded search term

  • thrills clothing

How the Brand Demand Index is measured

Other head-to-heads among streetwear brands

Creator with pink hair and a pink jacket

Put your own brand in this comparison

Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.

Start free