Brandwave

How popular isCarhartt?

In September 2026, people searched for Carhartt by name about 624,000 times worldwide, a 43.9% decrease from the previous year. These searches made up 0.42% of all global cap brand searches, placing Carhartt eighth out of nine brands. When we asked both ChatGPT and Google AI Overviews about cap brands, Carhartt appeared in all answers and was the third most recommended of the nine.

Search and AI answers in September 2026

Carhartt is the eighth most searched of 9 competitors and the third most recommended in AI answers.

  1. Ralph LaurenShare of searches 64.1%Mentioned in 3 of 5 AI answersPlace in AI recommendations 5th
  2. New EraShare of searches 23%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  3. Mitchell & NessShare of searches 3.9%Mentioned in 3 of 5 AI answersPlace in AI recommendations 4th
  4. '47Share of searches 3.3%Mentioned in 5 of 5 AI answersPlace in AI recommendations 2nd
  5. CarharttShare of searches 0.42%Mentioned in 5 of 5 AI answersPlace in AI recommendations 3rd

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Top cap brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Carhartt appeared in all five answers. Carhartt is the third most recommended of the nine.

Most recommended by AI

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

  1. New Era1st
  2. '472nd
  3. Carhartt3rd
  4. Mitchell & Ness4th
  5. Ralph Lauren5th
  6. Flexfit6th
  7. Richardson7th
  8. Stetson–
  9. Kangol–

Mentioned by AI

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

  • New Era5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • '475 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Carhartt5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Ralph Lauren3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Mitchell & Ness3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Richardson2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Flexfit2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Stetson0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Kangol0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about cap brands

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in the United States on October 20, 2026.

Which cap brands compete with Carhartt?

Carhartt against cap brands worldwide, by month

Share of searches by month for Ralph Lauren, New Era, Mitchell & Ness, '47, Stetson, Carhartt. The figures are in the table below the chart.

View monthly share of searches table
MonthRalph LaurenNew EraMitchell & Ness'47StetsonKangolRichardsonCarharttFlexfit
Oct 202567.2%20.4%3.3%3.4%2.2%1.8%0.67%0.67%0.24%
Nov 202567.8%20%3.3%3.2%2.2%1.5%0.55%1.2%0.2%
Dec 202567%20.5%3.3%2.6%2.7%1.8%0.44%1.5%0.2%
Jan 202664.8%23.4%3.2%2.7%2.6%1.8%0.53%0.78%0.23%
Feb 202659.7%26.1%3.6%3.7%2.9%2%0.88%0.72%0.32%
Mar 202654.9%29.5%4%4.5%3.3%2.2%0.81%0.44%0.36%
Apr 202657.7%26.2%4.2%4.4%3.5%2.3%0.85%0.47%0.38%
May 202657.6%27.3%4.2%3.9%3.5%1.9%0.85%0.47%0.38%
Jun 202655.9%26.5%4.1%5%5%1.8%0.83%0.45%0.37%
Jul 202658.1%26.4%4.3%4.3%3.5%1.9%0.86%0.39%0.31%
Aug 202663.1%23.5%3.8%3.2%3.1%1.7%0.93%0.42%0.28%
Sep 202664.1%23%3.9%3.3%2.6%1.7%0.78%0.42%0.28%

  1. 1.Ralph Lauren

    64.1%

    Held 1st. 4.1M estimated branded searches, 0% vs prior month. Share +1 points.

  2. 2.New Era

    23%

    Held 2nd. 1.5M estimated branded searches, -3.6% vs prior month. Share -0.5 points.

  3. 3.Mitchell & Ness

    3.9%

    Held 3rd. 246K estimated branded searches, 0% vs prior month. Share +0.1 points.

  4. 4.'47

    3.3%

    Held 4th. 209K estimated branded searches, 0% vs prior month. Share +0.1 points.

  5. 5.Stetson

    2.6%

    Held 5th. 165K estimated branded searches, -17.9% vs prior month. Share -0.5 points.

  6. 6.Kangol

    1.7%

    Held 6th. 110K estimated branded searches, 0% vs prior month. Share 0 points.

  7. 7.Richardson

    0.78%

    Held 7th. 49.5K estimated branded searches, -18.2% vs prior month. Share -0.2 points.

  8. 8.Carhartt

    0.42%

    Held 8th. 27.1K estimated branded searches, 0% vs prior month. Share 0 points.

  9. 9.Flexfit

    0.28%

    Held 9th. 18.1K estimated branded searches, 0% vs prior month. Share 0 points.

Compare popularity between Carhartt and its closest rivals

Every comparison with Carhartt

91 comparisons

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

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Carhartt worldwide fell from 1.1M to 624K.
  • Across the 12 months ending September 2026, Carhartt’s share of searches among cap brands worldwide peaked at 1.5% in December 2025 and was lowest at 0.39% in July 2026.
  • Across the 12 months ending September 2026, Carhartt fell from 7th to 8th among cap brands worldwide.

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

6 changes

  1. In September 2026, Ralph Lauren gained share of searches among cap brands worldwide, from 63.1% to 64.1%.

  2. In September 2026, Stetson lost share of searches among cap brands worldwide, from 3.1% to 2.6%.

  3. New Era’s share of searches among cap brands worldwide has lost ground for 3 months in a row, from 26.5% to 23% in September 2026.

  4. Estimated monthly branded searches for Carhartt worldwide fell 45.3% over 12 measured months, from 49.5K to 27.1K in September 2026.

  5. Estimated monthly branded searches for Kangol worldwide fell 18.5% over 12 measured months, from 135K to 110K in September 2026.

  6. Estimated monthly branded searches for '47 worldwide fell 18.2% over 12 measured months, from 256K to 209K in September 2026.

How are Carhartt’s branded searches counted?

18 search terms

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.

  • carhartt backpack cooler
  • carhartt bag
  • carhartt base layer
  • carhartt beanie
  • carhartt belt
  • carhartt boiler suit
  • carhartt bucket hat
  • carhartt car seat cover
  • carhartt cargo pants
  • carhartt cargo shorts
  • carhartt hat
  • 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

Where does Carhartt compete?

Carhartt is ranked in 23 competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Hoodies8th of 8<0.01%Show ranking
Cargo pants brands7th of 80.11%Show ranking
Waterproof jacket brands6th of 93.8%Show ranking
Cap brands8th of 90.42%Shown above
Steel toe boot brands8th of 90.08%Show ranking
Tool bag brands9th of 110.42%Show ranking
Base layer brands8th of 8<0.01%Show ranking
Tool belt brands7th of 90.22%Show ranking
Bucket hat brands5th of 50.07%Show ranking
Softshell jacket brands2nd of 613.3%Show ranking
Hats7th of 103.6%Show ranking
Work trousers brands7th of 81.2%Show ranking
Backpack cooler brands9th of 90.06%Show ranking
Workwear brands7th of 121.3%Show ranking
Cargo shorts brands5th of 60.28%Show ranking
Lunch bag brands8th of 80.07%Show ranking
Work shorts brands4th of 60.3%Show ranking
Work shirts brands5th of 60.84%Show ranking
Work pants brands2nd of 710.1%Show ranking
Lunch cooler brands5th of 50.41%Show ranking
Car seat cover brands7th of 80.7%Show ranking
Work overalls brands1st of 625.9%Show ranking
Boiler suit brands4th of 40.51%Show ranking
Creator with pink hair and a pink jacket

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