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 1.2% of all global work trousers brand searches, placing Carhartt seventh out of eight brands. When we asked both ChatGPT and Google AI Overviews about work trousers brands, Carhartt appeared in all answers and was the most recommended of the eight.

Search and AI answers in September 2026

Carhartt is the seventh most searched of 8 competitors and the most recommended in AI answers.

  1. DeWaltShare of searches 42.9%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  2. Helly HansenShare of searches 35.1%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  3. Duluth TradingShare of searches 10.5%Mentioned in 2 of 5 AI answersPlace in AI recommendations 3rd
  4. PortwestShare of searches 3.9%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  5. CarharttShare of searches 1.2%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st

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Top work trousers 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 eight.

Most recommended by AI

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

  1. Carhartt1st
  2. Dickies2nd
  3. Duluth Trading3rd
  4. Snickers Workwear4th
  5. DeWalt–
  6. Helly Hansen–
  7. Portwest–
  8. Mascot–

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
  • Dickies4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Snickers Workwear3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Duluth Trading2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • DeWalt0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Helly Hansen0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Portwest0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Mascot0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

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

Carhartt against work trousers brands worldwide, by month

Share of searches by month for DeWalt, Helly Hansen, Duluth Trading, Portwest, Snickers Workwear, Carhartt. The figures are in the table below the chart.

View monthly share of searches table
MonthDeWaltHelly HansenDuluth TradingPortwestSnickers WorkwearMascotCarharttDickies
Oct 202532.1%39.3%17.6%3.5%3.5%1.6%0.86%1.6%
Nov 202527.9%41.4%22.8%2.5%2.5%1.4%0.75%0.75%
Dec 202530.7%37.3%25.1%1.8%2.3%1%1%0.83%
Jan 202630.3%45%16.5%2.7%2.7%1%1%0.81%
Feb 202638.1%38.1%13.9%3.4%3.4%1.3%1%0.84%
Mar 202642.1%28.1%18.8%3.8%3.8%1.4%1.1%0.92%
Apr 202644.9%24.5%20.1%3.3%4%1.2%0.99%0.99%
May 202643.9%29.3%16%3.2%3.9%1.4%1.2%0.96%
Jun 202648.1%26.3%14.4%4.3%3.5%1.3%1.3%0.86%
Jul 202643.4%29%15.8%4.8%3.2%1.4%1.4%0.95%
Aug 202646.5%31.1%11.4%3.4%3.4%1.5%1.5%1%
Sep 202642.9%35.1%10.5%3.9%3.9%1.7%1.2%0.94%

  1. 1.DeWalt

    42.9%

    Held 1st. 673K estimated branded searches, 0% vs prior month. Share -3.6 points.

  2. 2.Helly Hansen

    35.1%

    Held 2nd. 550K estimated branded searches, +22.2% vs prior month. Share +3.9 points.

  3. 3.Duluth Trading

    10.5%

    Held 3rd. 165K estimated branded searches, 0% vs prior month. Share -0.9 points.

  4. 4.Portwest

    3.9%

    Held 4th. 60.5K estimated branded searches, +22.2% vs prior month. Share +0.4 points.

  5. 5.Snickers Workwear

    3.9%

    Held 5th. 60.5K estimated branded searches, +22.2% vs prior month. Share +0.4 points.

  6. 6.Mascot

    1.7%

    Moved from 7th to 6th. 27.1K estimated branded searches, +22.1% vs prior month. Share +0.2 points.

  7. 7.Carhartt

    1.2%

    Moved from 6th to 7th. 18.1K estimated branded searches, -18.5% vs prior month. Share -0.4 points.

  8. 8.Dickies

    0.94%

    Held 8th. 14.8K estimated branded searches, 0% vs prior month. Share -0.1 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?

2 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 rose from 8th to 7th among work trousers brands worldwide.

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

6 changes

  1. In September 2026, Helly Hansen gained share of searches among work trousers brands worldwide, from 31.1% to 35.1%.

  2. In September 2026, DeWalt lost share of searches among work trousers brands worldwide, from 46.5% to 42.9%.

  3. In September 2026, Duluth Trading lost share of searches among work trousers brands worldwide, from 11.4% to 10.5%.

  4. In September 2026, Mascot rose from 7th to 6th among work trousers brands worldwide.

  5. In September 2026, Carhartt fell from 6th to 7th among work trousers brands worldwide.

  6. Estimated monthly branded searches for Dickies worldwide fell 55.3% over 12 measured months, from 33.1K 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%Show ranking
Work trousers brands7th of 81.2%Shown above
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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