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 3.6% of all global hat searches, placing Carhartt seventh out of ten hats. When we asked both ChatGPT and Google AI Overviews about hats, Carhartt appeared in four of the five answers and was the third most recommended of the ten.

Search and AI answers in September 2026

Carhartt is the seventh most searched of 10 competitors and the third most recommended in AI answers.

  1. New EraShare of searches 60.6%Mentioned in 4 of 5 AI answersPlace in AI recommendations 1st
  2. Mitchell & NessShare of searches 10.2%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  3. '47Share of searches 8.6%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
  4. StetsonShare of searches 6.8%Mentioned in 3 of 5 AI answersPlace in AI recommendations 5th
  5. CarharttShare of searches 3.6%Mentioned in 4 of 5 AI answersPlace in AI recommendations 3rd

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Top hats in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Carhartt was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Carhartt is the third most recommended of the ten.

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. Melin4th
  5. Stetson5th
  6. Patagonia6th
  7. Kangol7th
  8. Mitchell & Ness–
  9. Flexfit–
  10. Borsalino–

Mentioned by AI

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

  • New Era4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • '474 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Carhartt4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Stetson3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Melin2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Patagonia2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Kangol1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Mitchell & Ness0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Flexfit0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Borsalino0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about hats

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 21, 2026.

Which hats compete with Carhartt?

Carhartt against hats worldwide, by month

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

View monthly share of searches table
MonthNew EraMitchell & Ness'47StetsonKangolMelinCarharttFlexfitPatagoniaBorsalino
Oct 202558.1%9.4%9.8%6.3%5.2%2.3%7.1%0.69%0.69%0.46%
Nov 202554.8%9.2%8.9%6.1%4.1%2.8%12.5%0.55%0.82%0.37%
Dec 202551.2%8.2%6.5%6.7%4.5%2.5%18.8%0.5%0.74%0.33%
Jan 202659.9%8.2%6.9%6.7%4.5%2%10.2%0.6%0.6%0.4%
Feb 202660.3%8.3%8.6%6.8%4.5%2.5%7.2%0.74%0.61%0.41%
Mar 202662.4%8.5%9.5%7%4.7%3.1%3%0.77%0.63%0.42%
Apr 202659.2%9.6%9.9%7.8%5.3%3.5%2.6%0.86%0.7%0.47%
May 202661.1%9.5%8.7%7.7%4.2%4.2%2.3%0.85%0.85%0.47%
Jun 202656.8%8.8%10.7%10.8%3.9%4.8%2.2%0.79%0.79%0.43%
Jul 202659.9%9.7%9.6%7.9%4.3%4.3%2.2%0.71%0.87%0.48%
Aug 202660.7%9.8%8.3%8%4.4%4.4%2.4%0.72%0.72%0.48%
Sep 202660.6%10.2%8.6%6.8%4.5%3.7%3.6%0.75%0.61%0.5%

  1. 1.New Era

    60.6%

    Held 1st. 1.5M estimated branded searches, -3.6% vs prior month. Share -0.1 points.

  2. 2.Mitchell & Ness

    10.2%

    Held 2nd. 246K estimated branded searches, 0% vs prior month. Share +0.4 points.

  3. 3.'47

    8.6%

    Held 3rd. 209K estimated branded searches, 0% vs prior month. Share +0.3 points.

  4. 4.Stetson

    6.8%

    Held 4th. 165K estimated branded searches, -17.9% vs prior month. Share -1.2 points.

  5. 5.Kangol

    4.5%

    Held 5th. 110K estimated branded searches, 0% vs prior month. Share +0.2 points.

  6. 6.Melin

    3.7%

    Held 6th. 90.5K estimated branded searches, -17.7% vs prior month. Share -0.6 points.

  7. 7.Carhartt

    3.6%

    Held 7th. 87.6K estimated branded searches, +45.5% vs prior month. Share +1.2 points.

  8. 8.Flexfit

    0.75%

    Held 8th. 18.1K estimated branded searches, 0% vs prior month. Share 0 points.

  9. 9.Patagonia

    0.61%

    Held 9th. 14.8K estimated branded searches, -18.2% vs prior month. Share -0.1 points.

  10. 10.Borsalino

    0.5%

    Held 10th. 12.1K 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?

4 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 hats worldwide decreased from 7.1% to 3.6%.
  • Across the 12 months ending September 2026, Carhartt’s share of searches among hats worldwide peaked at 18.8% in December 2025 and was lowest at 2.2% in June 2026.
  • Across the 12 months ending September 2026, Carhartt fell from 4th to 7th among hats worldwide.

How did search popularity change for hats worldwide in September 2026?

6 changes

  1. In September 2026, Carhartt gained share of searches among hats worldwide, from 2.4% to 3.6%.

  2. In September 2026, Stetson lost share of searches among hats worldwide, from 8% to 6.8%.

  3. In September 2026, Melin lost share of searches among hats worldwide, from 4.4% to 3.7%.

  4. Mitchell & Ness’ share of searches among hats worldwide has gained ground for 3 months in a row, from 8.8% to 10.2% in September 2026.

  5. Kangol’s share of searches among hats worldwide has gained ground for 3 months in a row, from 3.9% to 4.5% in September 2026.

  6. Estimated monthly branded searches for Patagonia worldwide fell 18.2% over 12 measured months, from 18.1K to 14.8K 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%Show ranking
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%Shown above
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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