Brandwave

How popular isDuluth Trading Company?

In September 2026, people searched for Duluth Trading Company by name about 450,000 times worldwide, about the same as the previous year. These searches made up 31.6% of all global workwear brand searches, placing Duluth Trading Company second out of 12 brands. When we asked both ChatGPT and Google AI Overviews about workwear brands, Duluth Trading Company appeared in four of the five answers and was the third most recommended of the 12.

Search and AI answers in September 2026

Duluth Trading Company is the second most searched of 12 competitors and the third 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. TRUEWERKShare of searches 4.2%Mentioned in 4 of 5 AI answersPlace in AI recommendations 4th

+7 more

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Top workwear brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Duluth Trading Company was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Duluth Trading Company is the third 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 Duluth Trading Company?

Duluth Trading Company against workwear brands worldwide, by month

Share of searches by month for Ariat, Duluth Trading Company, Blåkläder, Portwest, TRUEWERK, Red Kap. 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 Duluth Trading Company and its closest rivals

Every comparison with Duluth Trading Company

12 comparisons

How has branded search demand for Duluth Trading Company changed worldwide over the last 12 months?

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Duluth Trading Company worldwide held steady at 450K.
  • Across the 12 months ending September 2026, Duluth Trading Company’s share of searches among workwear brands worldwide increased from 30.5% to 31.6%.
  • Across the 12 months ending September 2026, Duluth Trading Company’s share of searches among workwear brands worldwide peaked at 38.6% in December 2025 and was lowest at 23.8% in March 2026.

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 Duluth Trading Company’s branded searches counted?

1 search term

Brandwave collects information about searches that people make online using Duluth Trading Company’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.

  • duluth trading company

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How the Brand Demand Index is measured

Where does Duluth Trading Company compete?

Duluth Trading Company is ranked in three competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Workwear brands2nd of 1231.6%Shown above
Work shorts brands1st of 685.2%Show ranking
Work shirts brands1st of 685.7%Show ranking
Creator with pink hair and a pink jacket

Is Duluth Trading Company your brand?

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