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 1.3% of all global workwear brand searches, placing Carhartt seventh out of 12 brands. When we asked both ChatGPT and Google AI Overviews about workwear brands, Carhartt appeared in all answers and was the most recommended of the 12.

Search and AI answers in September 2026

Carhartt is the seventh most searched of 12 competitors and the most recommended in AI answers.

  1. AriatShare of searches 47.2%Mentioned in 2 of 5 AI answersPlace in AI recommendations 6th
  2. Duluth Trading CompanyShare of searches 31.6%Mentioned in 4 of 5 AI answersPlace in AI recommendations 3rd
  3. BlåkläderShare of searches 6.4%Mentioned in 2 of 5 AI answersPlace in AI recommendations 7th
  4. PortwestShare of searches 4.2%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  5. CarharttShare of searches 1.3%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st

+7 more

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Top workwear 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 12.

Most recommended by AI

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

  1. Carhartt1st
  2. Dickies2nd
  3. Duluth Trading Company3rd
  4. TRUEWERK4th
  5. Red Kap5th
  6. Ariat6th
  7. Blåkläder7th
  8. Wrangler RIGGS Workwear8th
  9. Portwest–
  10. Hard Yakka–
  11. +2 more

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
  • Duluth Trading Company4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • TRUEWERK4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Ariat2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Blåkläder2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Red Kap2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Wrangler RIGGS Workwear2 of 5Named in 2 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
  • Hard Yakka0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+2 more

See every answer about workwear 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 workwear brands compete with Carhartt?

Carhartt against workwear brands worldwide, by month

Share of searches by month for Ariat, Duluth Trading Company, Blåkläder, Portwest, TRUEWERK, Red Kap, Carhartt. The figures are in the table below the chart.

View monthly share of searches table
MonthAriatDuluth Trading CompanyBlåkläderPortwestTRUEWERKRed KapCarharttDickiesHard YakkaCaterpillarWrangler RIGGS WorkwearBisley
Oct 202545.6%30.5%6.1%5%5%2.2%1.2%2.2%1.2%0.55%0.3%0.03%
Nov 202545.3%37.3%4.1%3.4%5%1.5%1%1%0.82%0.45%0.2%0.02%
Dec 202546.9%38.6%2.8%2.3%4.2%1.6%1.3%1%0.57%0.46%0.21%0.01%
Jan 202647.2%31.5%5.2%4.2%5.2%1.9%1.6%1.3%1%0.57%0.31%0.02%
Feb 202648.6%26.6%6.5%5.3%5.3%2.4%1.6%1.3%1.3%0.58%0.32%0.03%
Mar 202653.2%23.8%5.9%4.8%4.8%2.6%1.4%1.2%1.4%0.52%0.35%0.03%
Apr 202653.5%23.9%5.9%3.9%5.9%2.2%1.2%1.2%1.4%0.53%0.29%0.03%
May 202650.6%27.7%4.5%3.7%6.8%2%1.4%1.1%1.4%0.5%0.27%0.04%
Jun 202647.2%31.6%5.2%4.2%5.2%2.3%1.3%0.85%1.3%0.57%0.25%0.03%
Jul 202643.9%35.9%3.9%4.8%4.8%2.2%1.4%0.97%1.2%0.53%0.29%0.04%
Aug 202648.5%32.5%4.4%3.6%4.4%2%1.6%1.1%1.3%0.48%0.26%0.03%
Sep 202647.2%31.6%6.4%4.2%4.2%2.3%1.3%1%1%0.38%0.25%0.03%

  1. 1.Ariat

    47.2%

    Held 1st. 673K estimated branded searches, 0% vs prior month. Share -1.3 points.

  2. 2.Duluth Trading Company

    31.6%

    Held 2nd. 450K estimated branded searches, 0% vs prior month. Share -0.9 points.

  3. 3.Blåkläder

    6.4%

    Held 3rd. 90.5K estimated branded searches, +49.6% vs prior month. Share +2 points.

  4. 4.Portwest

    4.2%

    Moved from 5th to 4th. 60.5K estimated branded searches, +22.2% vs prior month. Share +0.7 points.

  5. 5.TRUEWERK

    4.2%

    Moved from 4th to 5th. 60.5K estimated branded searches, 0% vs prior month. Share -0.1 points.

  6. 6.Red Kap

    2.3%

    Held 6th. 33.1K estimated branded searches, +22.1% vs prior month. Share +0.4 points.

  7. 7.Carhartt

    1.3%

    Held 7th. 18.1K estimated branded searches, -18.5% vs prior month. Share -0.3 points.

  8. 8.Dickies

    1%

    Moved from 9th to 8th. 14.8K estimated branded searches, 0% vs prior month. Share 0 points.

  9. 9.Hard Yakka

    1%

    Moved from 8th to 9th. 14.8K estimated branded searches, -18.2% vs prior month. Share -0.3 points.

  10. 10.Caterpillar

    0.38%

    Held 10th. 5.4K estimated branded searches, -18.2% vs prior month. Share -0.1 points.

  11. 11.Wrangler RIGGS Workwear

    0.25%

    Held 11th. 3.6K estimated branded searches, 0% vs prior month. Share 0 points.

  12. 12.Bisley

    0.03%

    Held 12th. 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?

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 workwear brands worldwide.

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

6 changes

  1. In September 2026, Portwest overtook TRUEWERK to rank 4th among workwear brands worldwide, with 4.2% of the searches.

  2. In September 2026, Blåkläder gained share of searches among workwear brands worldwide, from 4.4% to 6.4%.

  3. In September 2026, Ariat lost share of searches among workwear brands worldwide, from 48.5% to 47.2%.

  4. In September 2026, Duluth Trading Company lost share of searches among workwear brands worldwide, from 32.5% to 31.6%.

  5. TRUEWERK’s share of searches among workwear brands worldwide has lost ground for 3 months in a row, from 5.2% to 4.2% in September 2026.

  6. In September 2026, Dickies rose from 9th to 8th among workwear brands worldwide.

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%Shown above
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
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