Brandwave

How popular isCarhartt?

In September 2026, people searched for Carhartt by name about 730,000 times worldwide, a 43.1% decrease from the previous year. These searches made up 2.8% of all global work boot brand searches, placing Carhartt 11th out of 14 brands. When we asked both ChatGPT and Google AI Overviews about work boot brands, Carhartt did not appear in any of the answers.

Search and AI answers in September 2026

Carhartt is the 11th most searched of 14 competitors and not listed in any AI answer.

  1. ThorogoodShare of searches 21.1%Mentioned in 4 of 5 AI answersPlace in AI recommendations 3rd
  2. Timberland PROShare of searches 19.2%Mentioned in 3 of 5 AI answersPlace in AI recommendations 4th
  3. AriatShare of searches 13.5%Mentioned in 1 of 5 AI answersPlace in AI recommendations 7th
  4. Red WingShare of searches 10.2%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  5. CarharttShare of searches 2.8%Mentioned in 0 of 5 AI answersPlace in AI recommendations –

+9 more

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Top work boot brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Carhartt did not appear in any of the five answers.

Most recommended by AI

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

  1. Red Wing1st
  2. KEEN Utility2nd
  3. Thorogood3rd
  4. Timberland PRO4th
  5. Wolverine5th
  6. Danner6th
  7. Ariat7th
  8. +3 more
  9. Blundstone–
  10. Carhartt–
  11. Steel Blue–
  12. +1 more

Mentioned by AI

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

  • Red Wing5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • KEEN Utility5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Thorogood4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Timberland PRO3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Wolverine2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Ariat1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Danner1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Georgia Boot0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Caterpillar0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Carhartt0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+4 more

See every answer about work boot 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 21, 2026.

Which work boot brands compete with Carhartt?

Carhartt against work boot brands worldwide, by month

Share of searches by month for Thorogood, Timberland PRO, Ariat, Red Wing, Georgia Boot, Caterpillar, Dr. Martens, Wolverine, Blundstone, Danner, Carhartt, Steel Blue. The figures are in the table below the chart.

View monthly share of searches table
MonthThorogoodTimberland PROAriatRed WingGeorgia BootCaterpillarDr. MartensWolverineBlundstoneDannerCarharttSteel BlueOliverKEEN Utility
Oct 202520%15.1%12.7%17.5%7.3%5.1%4.7%5.2%3%2.5%2.9%1.7%1.2%1.1%
Nov 202521.2%16.9%15.9%15.2%7.8%4%4.1%3.4%2.9%2.3%2.9%1.5%1%0.85%
Dec 202520.9%23.8%9.2%11%9.4%3.6%3.3%6.9%2.1%3.7%3.5%1%0.8%0.94%
Jan 202616.7%31.7%8.7%12.7%6.1%5%3.3%5.2%2.2%2.6%2.4%1.2%0.97%1.1%
Feb 202621.9%21.3%10.4%15.7%6.6%5%4%3.7%2.7%2.8%2.3%1.6%1%0.96%
Mar 202619.3%24.3%12.3%11.7%7.1%5%4.3%3.6%3.2%2.5%2.5%1.8%1.2%1.3%
Apr 202620.1%20.9%10.8%16.3%7.4%4.8%3.7%3.7%3%2.2%2.4%1.8%1.3%1.5%
May 202621.1%16.9%13.5%12.1%7.8%5.6%3.3%3.6%3.2%5.6%2.3%2.2%1.5%1.4%
Jun 202621.9%19.2%11.8%13%6.6%5.6%3.3%3.5%3.3%4.1%2.3%2.3%1.8%1.4%
Jul 202617.7%19.7%11.6%19.3%6.5%5.3%3.2%3.7%3.2%2.4%2.3%2.2%1.5%1.3%
Aug 202619.4%21.7%12.8%11.8%7.2%7.1%3.6%3.8%2.9%2.6%2.5%2.1%1.4%1.1%
Sep 202621.1%19.2%13.5%10.2%7.8%6.1%4.1%3.6%3.4%3.3%2.8%2.3%1.5%1.2%

  1. 1.Thorogood

    21.1%

    Moved from 2nd to 1st. 110K estimated branded searches, 0% vs prior month. Share +1.6 points.

  2. 2.Timberland PRO

    19.2%

    Moved from 1st to 2nd. 100K estimated branded searches, -18.4% vs prior month. Share -2.5 points.

  3. 3.Ariat

    13.5%

    Held 3rd. 70.4K estimated branded searches, -3% vs prior month. Share +0.7 points.

  4. 4.Red Wing

    10.2%

    Held 4th. 53.3K estimated branded searches, -20.1% vs prior month. Share -1.6 points.

  5. 5.Georgia Boot

    7.8%

    Held 5th. 40.5K estimated branded searches, 0% vs prior month. Share +0.6 points.

  6. 6.Caterpillar

    6.1%

    Held 6th. 32K estimated branded searches, -20.8% vs prior month. Share -1 points.

  7. 7.Dr. Martens

    4.1%

    Moved from 8th to 7th. 21.4K estimated branded searches, +5.9% vs prior month. Share +0.5 points.

  8. 8.Wolverine

    3.6%

    Moved from 7th to 8th. 18.8K estimated branded searches, -13.8% vs prior month. Share -0.2 points.

  9. 9.Blundstone

    3.4%

    Held 9th. 18K estimated branded searches, +9.1% vs prior month. Share +0.5 points.

  10. 10.Danner

    3.3%

    Held 10th. 17.2K estimated branded searches, +18.6% vs prior month. Share +0.7 points.

  11. 11.Carhartt

    2.8%

    Held 11th. 14.4K estimated branded searches, +2.1% vs prior month. Share +0.3 points.

  12. 12.Steel Blue

    2.3%

    Held 12th. 11.8K estimated branded searches, 0% vs prior month. Share +0.2 points.

  13. 13.Oliver

    1.5%

    Held 13th. 7.8K estimated branded searches, 0% vs prior month. Share +0.1 points.

  14. 14.KEEN Utility

    1.2%

    Held 14th. 6.4K estimated branded searches, -0.47% vs prior month. Share +0.1 points.

Ariat, Red Wing and 3 other brands sell other things too, so only their searches that name this product count here, like “ariat work boots”.

Compare popularity between Carhartt and its closest rivals

Every comparison with Carhartt

92 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 1.3M to 730K.
  • Across the 12 months ending September 2026, Carhartt’s share of searches among work boot brands worldwide peaked at 3.5% in December 2025 and was lowest at 2.3% in May 2026.
  • Across the 12 months ending September 2026, Carhartt fell from 10th to 11th among work boot brands worldwide.

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

6 changes

  1. In September 2026, Thorogood overtook Timberland PRO to become the leader among work boot brands worldwide, with 21.1% of the searches.

  2. In September 2026, Dr. Martens overtook Wolverine to rank 7th among work boot brands worldwide, with 4.1% of the searches.

  3. In September 2026, Danner gained share of searches among work boot brands worldwide, from 2.6% to 3.3%.

  4. In September 2026, Ariat gained share of searches among work boot brands worldwide, from 12.8% to 13.5%.

  5. In September 2026, Georgia Boot gained share of searches among work boot brands worldwide, from 7.2% to 7.8%.

  6. In September 2026, Blundstone gained share of searches among work boot brands worldwide, from 2.9% to 3.4%.

How are Carhartt’s branded searches counted?

35 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 coveralls
  • carhartt hat
  • carhartt hoody
  • carhartt jacket
  • carhartt lunch bag
  • carhartt lunch box cooler
  • carhartt lunch cooler
  • carhartt overalls
  • carhartt safety boots
  • carhartt softshell
  • carhartt softshell jacket
  • carhartt steel toe boot
  • carhartt steel toe boots
  • carhartt thermals
  • carhartt tool bag
  • carhartt tool belt
  • carhartt work boots
  • carhartt work jeans
  • carhartt work overalls
  • carhartt work pants
  • carhartt work shirt
  • carhartt work shirts
  • carhartt work shorts
  • carhartt work trousers
  • carhartt workwear

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 22 competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Waterproof jacket brands4th of 98.9%Show ranking
Cargo pants brands5th of 80.66%Show ranking
Cap brands7th of 91.2%Show ranking
Bucket hat brands3rd of 50.12%Show ranking
Hats6th of 1010.6%Show ranking
Workwear brands6th of 132.9%Show ranking
Work boot brands11th of 142.8%Shown above
Hoodies7th of 80.04%Show ranking
Tool bag brands8th of 112%Show ranking
Lunch bag brands8th of 80.4%Show ranking
Car seat cover brands7th of 80.7%Show ranking
Work trousers brands2nd of 632.9%Show ranking
Work overalls brands1st of 666.4%Show ranking
Lunch cooler brands4th of 511.5%Show ranking
Work pants brands1st of 736.9%Show ranking
Tool belt brands8th of 92.2%Show ranking
Boiler suit brands4th of 40.65%Show ranking
Work shirts brands2nd of 623.4%Show ranking
Softshell jacket brands5th of 65.8%Show ranking
Cargo shorts brands2nd of 625.6%Show ranking
Base layer brands4th of 810%Show ranking
Work shorts brands2nd of 628.4%Show ranking
Creator with pink hair and a pink jacket

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