Brandwave

How popular isDNC?

In September 2026, people searched for DNC by name about 1,600 times worldwide, a 15.8% decrease from the previous year. These searches made up 0.21% of all global workwear brand searches, placing DNC 12th out of 13 brands. When we asked both ChatGPT and Google AI Overviews about workwear brands, DNC did not appear in any of the answers.

Search and AI answers in September 2026

DNC is the 12th most searched of 13 competitors and not listed in any AI answer.

  1. Duluth Trading CompanyShare of searches 59.5%Mentioned in 4 of 5 AI answersPlace in AI recommendations 3rd
  2. BlåkläderShare of searches 12%Mentioned in 2 of 5 AI answersPlace in AI recommendations 7th
  3. PortwestShare of searches 8%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  4. TRUEWERKShare of searches 8%Mentioned in 4 of 5 AI answersPlace in AI recommendations 4th
  5. DNCShare of searches 0.21%Mentioned in 0 of 5 AI answersPlace in AI recommendations –

+8 more

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Top workwear brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, DNC 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. Carhartt1st
  2. Dickies2nd
  3. Duluth Trading Company3rd
  4. TRUEWERK4th
  5. Red Kap5th
  6. Ariat6th
  7. Blåkläder7th
  8. +3 more
  9. Bisley–
  10. Caterpillar–
  11. DNC–

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
  • 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
  • Ariat2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Portwest0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • DNC0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+3 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 DNC?

DNC against workwear brands worldwide, by month

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

View monthly share of searches table
MonthDuluth Trading CompanyBlåkläderPortwestTRUEWERKRed KapCarharttHard YakkaBisleyDickiesCaterpillarWrangler RIGGS WorkwearDNCAriat
Oct 202554.9%11%9%9%4%4%2.2%0.99%2.7%0.99%0.54%0.23%0.2%
Nov 202566.9%7.4%6%8.9%2.7%3.3%1.5%0.66%1.2%0.8%0.36%0.15%0.13%
Dec 202569.7%5.1%4.2%7.7%2.8%6.3%1%0.56%1.3%0.84%0.37%0.11%0.11%
Jan 202658%9.5%7.8%9.5%3.5%4.3%1.9%1%2.3%1%0.57%0.25%0.17%
Feb 202650%12.3%10%10%4.5%5.5%2.5%1.3%1.6%1.1%0.6%0.32%0.17%
Mar 202649.4%12.2%9.9%9.9%5.4%4.5%3%1.3%2%1.1%0.72%0.31%0.21%
Apr 202650%12.3%8.2%12.3%4.5%4.5%3%1.3%1.6%1.1%0.6%0.32%0.17%
May 202654.4%8.9%7.3%13.4%4%4%2.7%1.5%1.8%0.98%0.53%0.35%0.19%
Jun 202658.5%9.6%7.9%9.6%4.3%2.9%2.4%1.3%1.6%1.1%0.47%0.31%0.11%
Jul 202663%6.9%8.5%8.5%3.8%3.1%2.1%1.1%1.1%0.92%0.5%0.27%0.12%
Aug 202662.7%8.4%6.9%8.4%3.8%3.1%2.5%1.1%1.1%0.92%0.5%0.33%0.14%
Sep 202659.5%12%8%8%4.4%2.9%2%0.87%0.87%0.71%0.48%0.21%0.13%

  1. 1.Duluth Trading Company

    59.5%

    Held 1st. 450K estimated branded searches, 0% vs prior month. Share -3.2 points.

  2. 2.Blåkläder

    12%

    Held 2nd. 90.5K estimated branded searches, +49.6% vs prior month. Share +3.5 points.

  3. 3.Portwest

    8%

    Moved from 4th to 3rd. 60.5K estimated branded searches, +22.2% vs prior month. Share +1.1 points.

  4. 4.TRUEWERK

    8%

    Moved from 3rd to 4th. 60.5K estimated branded searches, 0% vs prior month. Share -0.4 points.

  5. 5.Red Kap

    4.4%

    Held 5th. 33.1K estimated branded searches, +22.1% vs prior month. Share +0.6 points.

  6. 6.Carhartt

    2.9%

    Held 6th. 22.2K estimated branded searches, 0% vs prior month. Share -0.2 points.

  7. 7.Hard Yakka

    2%

    Held 7th. 14.8K estimated branded searches, -18.2% vs prior month. Share -0.6 points.

  8. 8.Bisley

    0.87%

    Held 8th. 6.6K estimated branded searches, -18.5% vs prior month. Share -0.3 points.

  9. 9.Dickies

    0.87%

    Held 9th. 6.6K estimated branded searches, -18.5% vs prior month. Share -0.3 points.

  10. 10.Caterpillar

    0.71%

    Held 10th. 5.4K estimated branded searches, -18.2% vs prior month. Share -0.2 points.

  11. 11.Wrangler RIGGS Workwear

    0.48%

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

  12. 12.DNC

    0.21%

    Held 12th. 1.6K estimated branded searches, -33.3% vs prior month. Share -0.1 points.

  13. 13.Ariat

    0.13%

    Held 13th. 1K estimated branded searches, 0% vs prior month. Share 0 points.

Dickies and Ariat sell other things too, so only their searches that name this product count here, like “dickies workwear”.

Compare popularity between DNC and its closest rivals

Every comparison with DNC

12 comparisons

How has branded search demand for DNC changed worldwide over the last 12 months?

2 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for DNC worldwide fell from 1.9K to 1.6K.
  • Across the 12 months ending September 2026, DNC’s share of searches among workwear brands worldwide held steady, from 0.23% to 0.21%.

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

6 changes

  1. In September 2026, Portwest overtook TRUEWERK to rank 3rd among workwear brands worldwide, with 8% of the searches.

  2. In September 2026, Blåkläder gained share of searches among workwear brands worldwide, from 8.4% to 12%.

  3. In September 2026, Red Kap gained share of searches among workwear brands worldwide, from 3.8% to 4.4%.

  4. In September 2026, Duluth Trading Company lost share of searches among workwear brands worldwide, from 62.7% to 59.5%.

  5. In September 2026, Hard Yakka lost share of searches among workwear brands worldwide, from 2.5% to 2%.

  6. TRUEWERK’s share of searches among workwear brands worldwide has lost ground for 3 months in a row, from 9.6% to 8% in September 2026.

How are DNC’s branded searches counted?

1 search term

Brandwave collects information about searches that people make online using DNC’s name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading.

  • dnc workwear

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How the Brand Demand Index is measured

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