Brandwave

How popular isCarhartt in search?

In September 2026, there were an estimated 533K branded searches for Carhartt worldwide which is down 42.3% over the last 12 months. Carhartt holds 30.1% estimated Share of Search among base layer brands worldwide and is ranked 2nd of 6 competitors for search popularity. These are worldwide searches for English-language branded terms.

Share of Search, September 2026
  1. Ariat38.1%
  2. Carhartt30.1%
  3. Columbia13.9%
  4. Burton6.6%
  5. Castelli6.2%
  6. First Lite5.1%
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Which base layer brands compete with Carhartt?

Carhartt against base layer brands worldwide, by month

Share of Search by month for Ariat, Carhartt, Columbia, Burton, Castelli, First Lite. The figures are in the table below the chart.

View monthly share of search table
MonthAriatCarharttColumbiaBurtonCastelliFirst Lite
Oct 202528.1%38.6%15.3%6.7%5.6%5.6%
Nov 202524.9%40.5%18.7%7.6%3.4%5%
Dec 202524.6%40.4%17.1%12.6%2.7%2.7%
Jan 202624.1%33.5%16.7%18.7%4.8%2.2%
Feb 202628%27.8%15.3%19.5%6.9%2.5%
Mar 202641%25%13.4%10%8.2%2.5%
Apr 202646.6%20.5%13.9%4.7%11.4%2.8%
May 202648.6%18.5%13.3%4.1%11.9%3.6%
Jun 202649.7%20.6%12.6%4.1%10%3%
Jul 202643.9%22.4%13.6%5.3%10.8%4%
Aug 202642.3%21.3%13.1%5.9%10.4%6.9%
Sep 202638.1%30.1%13.9%6.6%6.2%5.1%

  1. 1.Ariat

    38.1%

    Held 1st. 673K estimated branded searches, 0% vs prior month. Share -4.2 points.

  2. 2.Carhartt

    30.1%

    Held 2nd. 533K estimated branded searches, +56.9% vs prior month. Share +8.8 points.

  3. 3.Columbia

    13.9%

    Held 3rd. 245K estimated branded searches, +17.2% vs prior month. Share +0.7 points.

  4. 4.Burton

    6.6%

    Moved from 6th to 4th. 116K estimated branded searches, +23.7% vs prior month. Share +0.7 points.

  5. 5.Castelli

    6.2%

    Moved from 4th to 5th. 110K estimated branded searches, -33.3% vs prior month. Share -4.2 points.

  6. 6.First Lite

    5.1%

    Moved from 5th to 6th. 90.5K estimated branded searches, -17.7% vs prior month. Share -1.8 points.

Compare search popularity between Carhartt and its closest rivals

Every comparison with Carhartt

How has branded search demand for Carhartt changed worldwide over the last 12 months?

  • Across the 12 months ending September 2026, estimated monthly branded searches for Carhartt worldwide fell from 923K to 533K.
  • Across the 12 months ending September 2026, Carhartt’s estimated Share of Search among base layer brands worldwide decreased from 38.6% to 30.1%.
  • Across the 12 months ending September 2026, Carhartt’s estimated Share of Search among base layer brands worldwide peaked at 40.5% in November 2025 and was lowest at 18.5% in May 2026.
  • Across the 12 months ending September 2026, Carhartt fell from 1st to 2nd among base layer brands worldwide.

How did search popularity change for base layer brands worldwide in September 2026?

  1. In September 2026, Burton overtook Castelli and First Lite to rank 4th among base layer brands worldwide, with 6.6% estimated Share of Search.

  2. In September 2026, Carhartt gained estimated Share of Search among base layer brands worldwide, from 21.3% to 30.1%.

  3. In September 2026, Columbia gained estimated Share of Search among base layer brands worldwide, from 13.1% to 13.9%.

  4. In September 2026, Ariat lost estimated Share of Search among base layer brands worldwide, from 42.3% to 38.1%.

  5. In September 2026, Castelli lost estimated Share of Search among base layer brands worldwide, from 10.4% to 6.2%.

  6. In September 2026, First Lite lost estimated Share of Search among base layer brands worldwide, from 6.9% to 5.1%.

Where does Carhartt compete?

Carhartt is ranked in 17 competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of SearchRanking
Hoodies4th of 62.5%Show ranking
Steel toe boot brands5th of 78.9%Show ranking
Waterproof jacket brands4th of 69.4%Show ranking
Tool bag brands5th of 810.4%Show ranking
Tool belt brands4th of 512.9%Show ranking
Bucket hat brands2nd of 324.2%Show ranking
Backpack cooler brands1st of 727.4%Show ranking
Base layer brands2nd of 630.1%Shown above
Cargo pants brands2nd of 435.6%Show ranking
Lunch cooler brands2nd of 338.4%Show ranking
Cargo shorts brands1st of 460.8%Show ranking
Softshell jacket brands1st of 367%Show ranking
Work pants brands1st of 480.4%Show ranking
Work shorts brands1st of 480.4%Show ranking
Car seat cover brands1st of 682.6%Show ranking
Work shirts brands1st of 487.9%Show ranking
Boiler suit brands1st of 391.8%Show ranking

How is Carhartt measured?

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

13 branded search terms

  • carhartt bag
  • carhartt belt
  • carhartt boiler suit
  • carhartt car seat cover
  • carhartt cargo pants
  • carhartt cargo shorts
  • carhartt hoody
  • carhartt jacket
  • carhartt lunch cooler
  • carhartt steel toe boot
  • carhartt work pants
  • carhartt work shirts
  • carhartt work shorts

Do you work for Carhartt? To request corrections or removal please contact us via our support page and we will be happy to assist.

How the Brand Demand Index is measured

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