---
title: "Duluth Trading Company: search popularity worldwide"
description: "Duluth Trading Company is a work shorts brand. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time."
canonical: "https://gobrandwave.com/demand/global-en/brands/duluth-trading-company"
publisher: "Brandwave"
---

# Duluth Trading Company: search popularity worldwide

Duluth Trading Company is a work shorts brand. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time.

## Key facts

- **Brand**: Duluth Trading Company
- **Market**: Global
- **Measured month**: Sep 2026
- **Share of Search among workwear brands**: 31.6%

## Where the brand sits

| Competitive set | Rank | Share of Search | Estimated monthly branded searches |
| --- | --- | --- | --- |
| Workwear brands | 2 | 31.6% | 450K |
| Work shorts brands | 1 | 85.2% | 450K |
| Work shirts brands | 1 | 85.7% | 450K |

- [Workwear brands](/demand/global-en/categories/workwear-brands)
- [Work shorts brands](/demand/global-en/categories/work-shorts-brands)
- [Work shirts brands](/demand/global-en/categories/work-shirts-brands)

## 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.

Brands get a higher AI rank if they are mentioned earlier in the answers that list options.

| Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it |
| --- | --- | --- | --- | --- |
| Carhartt | 1st | 3 of 3 | 2 of 2 | 5 of 5 |
| Dickies | 2nd | 3 of 3 | 2 of 2 | 5 of 5 |
| Duluth Trading Company | 3rd | 3 of 3 | 1 of 2 | 4 of 5 |
| TRUEWERK | 4th | 2 of 3 | 2 of 2 | 4 of 5 |
| Red Kap | 5th | 1 of 3 | 1 of 2 | 2 of 5 |
| Ariat | 6th | 1 of 3 | 1 of 2 | 2 of 5 |
| Blåkläder | 7th | 2 of 3 | 0 of 2 | 2 of 5 |
| Wrangler RIGGS Workwear | 8th | 2 of 3 | 0 of 2 | 2 of 5 |
| Portwest | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |
| Hard Yakka | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |
| Caterpillar | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |
| Bisley | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |

## Every AI answer about workwear brands

- Asked ChatGPT "Which workwear brand should I buy?": 1. Carhartt, 2. Dickies, 3. Duluth Trading Company, 4. Wrangler RIGGS Workwear
- Asked ChatGPT "What are the best workwear brands?": 1. Carhartt, 2. Dickies, 3. Duluth Trading Company, 4. Red Kap, 5. TRUEWERK, 6. Ariat, 7. Blåkläder, 8. Wrangler RIGGS Workwear
- Asked ChatGPT "What's the best workwear brand for tradespeople?": 1. Carhartt, 2. Duluth Trading Company, 3. Dickies, 4. Blåkläder, 5. TRUEWERK
- Searched Google, AI Overview "workwear brands": 1. Carhartt, 2. Dickies, 3. Duluth Trading Company, 4. Ariat, 5. Red Kap, 6. TRUEWERK
- Searched Google, AI Overview "durable workwear": 1. Carhartt, 2. TRUEWERK, 3. Dickies

Not named in any answer: Portwest, Hard Yakka, Caterpillar and Bisley.

Brands are listed in the order each answer named them. The answers were collected in the United States on October 21, 2026.

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

- 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.
- Across the 12 months ending September 2026, Duluth Trading Company’s share of searches among work shorts brands worldwide increased from 80.5% to 85.2%.
- Across the 12 months ending September 2026, Duluth Trading Company’s share of searches among work shorts brands worldwide peaked at 87.8% in December 2025 and was lowest at 76.5% in April 2026.
- Across the 12 months ending September 2026, Duluth Trading Company’s share of searches among work shirts brands worldwide increased from 82.7% to 85.7%.
- Across the 12 months ending September 2026, Duluth Trading Company’s share of searches among work shirts brands worldwide peaked at 91.2% in December 2025 and was lowest at 79.9% in March 2026.

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

- In September 2026, Portwest overtook TRUEWERK to rank 4th among workwear brands worldwide, with 4.2% of the searches.
- In September 2026, Blåkläder gained share of searches among workwear brands worldwide, from 4.4% to 6.4%.
- In September 2026, Ariat lost share of searches among workwear brands worldwide, from 48.5% to 47.2%.
- In September 2026, Duluth Trading Company lost share of searches among workwear brands worldwide, from 32.5% to 31.6%.
- 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.
- In September 2026, Dickies rose from 9th to 8th among workwear brands worldwide.

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

- Dickies’ share of searches among work shorts brands worldwide has gained ground for 3 months in a row, from 2.2% to 2.8% in September 2026.
- Estimated monthly branded searches for Carhartt worldwide rose 81.8% over 12 measured months, from 880 to 1.6K in September 2026.
- Estimated monthly branded searches for TRUEWERK worldwide fell 18.2% over 12 measured months, from 74K to 60.5K in September 2026.

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

- In September 2026, Red Kap overtook Gildan to rank 2nd among work shirts brands worldwide, with 6.3% of the searches.
- In September 2026, Gildan lost share of searches among work shirts brands worldwide, from 5.2% to 4.2%.
- Estimated monthly branded searches for Dickies worldwide fell 55.3% over 12 measured months, from 33.1K to 14.8K in September 2026.
- Estimated monthly branded searches for Carhartt worldwide fell 18.5% over 12 measured months, from 5.4K to 4.4K in September 2026.

## Historical estimated branded-search demand

| Month | Competitive set | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Workwear brands | 450K | 30.5% | 2 |
| Nov 2025 | Workwear brands | 823K | 37.3% | 2 |
| Dec 2025 | Workwear brands | 823K | 38.6% | 2 |
| Jan 2026 | Workwear brands | 450K | 31.5% | 2 |
| Feb 2026 | Workwear brands | 301K | 26.6% | 2 |
| Mar 2026 | Workwear brands | 301K | 23.8% | 2 |
| Apr 2026 | Workwear brands | 301K | 23.9% | 2 |
| May 2026 | Workwear brands | 368K | 27.7% | 2 |
| Jun 2026 | Workwear brands | 450K | 31.6% | 2 |
| Jul 2026 | Workwear brands | 450K | 35.9% | 2 |
| Aug 2026 | Workwear brands | 450K | 32.5% | 2 |
| Sep 2026 | Workwear brands | 450K | 31.6% | 2 |
| Oct 2025 | Work shorts brands | 450K | 80.5% | 1 |
| Nov 2025 | Work shorts brands | 823K | 86% | 1 |
| Dec 2025 | Work shorts brands | 823K | 87.8% | 1 |
| Jan 2026 | Work shorts brands | 450K | 82.7% | 1 |
| Feb 2026 | Work shorts brands | 301K | 79.3% | 1 |
| Mar 2026 | Work shorts brands | 301K | 79.3% | 1 |
| Apr 2026 | Work shorts brands | 301K | 76.5% | 1 |
| May 2026 | Work shorts brands | 368K | 77% | 1 |
| Jun 2026 | Work shorts brands | 450K | 83.2% | 1 |
| Jul 2026 | Work shorts brands | 450K | 85.2% | 1 |
| Aug 2026 | Work shorts brands | 450K | 85.1% | 1 |
| Sep 2026 | Work shorts brands | 450K | 85.2% | 1 |
| Oct 2025 | Work shirts brands | 450K | 82.7% | 1 |
| Nov 2025 | Work shirts brands | 823K | 91.2% | 1 |
| Dec 2025 | Work shirts brands | 823K | 91.2% | 1 |
| Jan 2026 | Work shirts brands | 450K | 86.9% | 1 |
| Feb 2026 | Work shirts brands | 301K | 82.3% | 1 |
| Mar 2026 | Work shirts brands | 301K | 79.9% | 1 |
| Apr 2026 | Work shirts brands | 301K | 81.2% | 1 |
| May 2026 | Work shirts brands | 368K | 83.1% | 1 |
| Jun 2026 | Work shirts brands | 450K | 86% | 1 |
| Jul 2026 | Work shirts brands | 450K | 87% | 1 |
| Aug 2026 | Work shirts brands | 450K | 85.7% | 1 |
| Sep 2026 | Work shirts brands | 450K | 85.7% | 1 |

## How are Duluth Trading Company’s branded searches counted?

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”

## Which workwear brands compete with Duluth Trading Company?

- [Ariat](/demand/global-en/brands/ariat): Head-to-head: /demand/global-en/compare/ariat-vs-duluth-trading-company
- [Blåkläder](/demand/global-en/brands/blaklader): Head-to-head: /demand/global-en/compare/blaklader-vs-duluth-trading-company
- [Portwest](/demand/global-en/brands/portwest): Head-to-head: /demand/global-en/compare/duluth-trading-company-vs-portwest
- [TRUEWERK](/demand/global-en/brands/truewerk): Head-to-head: /demand/global-en/compare/duluth-trading-company-vs-truewerk
- [Red Kap](/demand/global-en/brands/red-kap): Head-to-head: /demand/global-en/compare/duluth-trading-company-vs-red-kap
- [Carhartt](/demand/global-en/brands/carhartt)
- [Dickies](/demand/global-en/brands/dickies)
- [Hard Yakka](/demand/global-en/brands/hard-yakka)
- [Caterpillar](/demand/global-en/brands/caterpillar)
- [Wrangler RIGGS Workwear](/demand/global-en/brands/wrangler-riggs-workwear)
- [Bisley](/demand/global-en/brands/bisley)

## Methodology

- [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused.

## Cite this page

Brandwave. "Duluth Trading Company: search popularity worldwide". https://gobrandwave.com/demand/global-en/brands/duluth-trading-company

This page is also available as HTML at https://gobrandwave.com/demand/global-en/brands/duluth-trading-company. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.