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 25.9% of all global work overalls brand searches, placing Carhartt first out of six brands. When we asked both ChatGPT and Google AI Overviews about work overalls brands, Carhartt appeared in all answers and was the most recommended of the six.

Search and AI answers in September 2026

Carhartt is the most searched of 6 competitors and the most recommended in AI answers.

  1. CarharttShare of searches 25.9%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  2. Round HouseShare of searches 25.9%Mentioned in 4 of 5 AI answersPlace in AI recommendations 3rd
  3. DickiesShare of searches 21.2%Mentioned in 5 of 5 AI answersPlace in AI recommendations 2nd
  4. Hard YakkaShare of searches 21.2%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  5. KEY ApparelShare of searches 5.2%Mentioned in 2 of 5 AI answersPlace in AI recommendations 4th

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Top work overalls 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 most recommended of the six.

Most recommended by AI

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

  1. Carhartt1st
  2. Dickies2nd
  3. Round House3rd
  4. KEY Apparel4th
  5. Hard Yakka–
  6. Bisley–

Mentioned by AI

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

  • Carhartt5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Dickies5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Round House4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • KEY Apparel2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Hard Yakka0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Bisley0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about work overalls 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 overalls brands compete with Carhartt?

Carhartt against work overalls brands worldwide, by month

Share of searches by month for Carhartt, Round House, Dickies, Hard Yakka, KEY Apparel. The figures are in the table below the chart.

View monthly share of searches table
MonthCarharttRound HouseDickiesHard YakkaKEY ApparelBisley
Oct 202518.8%23.1%34.4%18.8%4.6%0.41%
Nov 202523.3%28.4%23.3%19%5.7%0.41%
Dec 202530%24.5%24.5%13.4%7.3%0.29%
Jan 202627.1%27.1%22.1%18%5.4%0.39%
Feb 202624.5%30%20%20%4.9%0.53%
Mar 202623.4%28.8%19.2%23.4%4.7%0.51%
Apr 202621.4%26.2%21.4%26.2%4.2%0.56%
May 202623.6%29%19.3%23.6%3.8%0.63%
Jun 202625.9%25.9%17.3%25.9%4.2%0.69%
Jul 202627.2%27.2%18.2%22.3%4.4%0.72%
Aug 202629%23.7%19.3%23.7%3.8%0.51%
Sep 202625.9%25.9%21.2%21.2%5.2%0.56%

  1. 1.Carhartt

    25.9%

    Held 1st. 18.1K estimated branded searches, -18.5% vs prior month. Share -3.1 points.

  2. 2.Round House

    25.9%

    Moved from 3rd to 2nd. 18.1K estimated branded searches, 0% vs prior month. Share +2.3 points.

  3. 3.Dickies

    21.2%

    Moved from 4th to 3rd. 14.8K estimated branded searches, 0% vs prior month. Share +1.9 points.

  4. 4.Hard Yakka

    21.2%

    Moved from 2nd to 4th. 14.8K estimated branded searches, -18.2% vs prior month. Share -2.5 points.

  5. 5.KEY Apparel

    5.2%

    Held 5th. 3.6K estimated branded searches, +24.1% vs prior month. Share +1.4 points.

  6. 6.Bisley

    0.56%

    Held 6th. 390 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 work overalls brands worldwide increased from 18.8% to 25.9%.
  • Across the 12 months ending September 2026, Carhartt’s share of searches among work overalls brands worldwide peaked at 30% in December 2025 and was lowest at 18.8% in October 2025.
  • Across the 12 months ending September 2026, Carhartt rose from 3rd to 1st among work overalls brands worldwide.

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

5 changes

  1. In September 2026, Round House overtook Hard Yakka to rank 2nd among work overalls brands worldwide, with 25.9% of the searches.

  2. In September 2026, Dickies overtook Hard Yakka to rank 3rd among work overalls brands worldwide, with 21.2% of the searches.

  3. In September 2026, KEY Apparel gained share of searches among work overalls brands worldwide, from 3.8% to 5.2%.

  4. In September 2026, Carhartt lost share of searches among work overalls brands worldwide, from 29% to 25.9%.

  5. In September 2026, Hard Yakka lost share of searches among work overalls brands worldwide, from 23.7% to 21.2%.

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%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%Shown above
Boiler suit brands4th of 40.51%Show ranking
Creator with pink hair and a pink jacket

Is Carhartt your brand?

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