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 85.2% of all global work shorts brand searches, placing Duluth Trading Company first out of six brands. When we asked both ChatGPT and Google AI Overviews about work shorts brands, Duluth Trading Company appeared in three of the five answers and was the fourth most recommended of the six.

Search and AI answers in September 2026

Duluth Trading Company is the most searched of 6 competitors and the fourth most recommended in AI answers.

  1. Duluth Trading CompanyShare of searches 85.2%Mentioned in 3 of 5 AI answersPlace in AI recommendations 4th
  2. TRUEWERKShare of searches 11.5%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
  3. DickiesShare of searches 2.8%Mentioned in 5 of 5 AI answersPlace in AI recommendations 3rd
  4. CarharttShare of searches 0.3%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  5. CaterpillarShare of searches 0.11%Mentioned in 0 of 5 AI answersPlace in AI recommendations –

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Top work shorts brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Duluth Trading Company was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. Duluth Trading Company is the fourth most recommended of the six.

Most recommended by AI

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

  1. Carhartt1st
  2. TRUEWERK2nd
  3. Dickies3rd
  4. Duluth Trading Company4th
  5. Caterpillar–
  6. Bisley–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Dickies5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Carhartt5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • TRUEWERK4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Duluth Trading Company3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Caterpillar0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Bisley0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about work shorts 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 shorts brands compete with Duluth Trading Company?

Duluth Trading Company against work shorts brands worldwide, by month

Share of searches by month for Duluth Trading Company, TRUEWERK, Dickies. The figures are in the table below the chart.

View monthly share of searches table
MonthDuluth Trading CompanyTRUEWERKDickiesCarharttCaterpillarBisley
Oct 202580.5%13.2%5.9%0.16%0.11%0.07%
Nov 202586%11.5%2.3%0.08%0.06%0.04%
Dec 202587.8%9.7%2.4%0.08%0.06%0.03%
Jan 202682.7%13.6%3.3%0.24%0.11%0.06%
Feb 202679.3%15.9%3.9%0.63%0.16%0.1%
Mar 202679.3%15.9%3.9%0.63%0.19%0.1%
Apr 202676.5%18.8%3.8%0.74%0.12%0.1%
May 202677%18.9%3.1%0.75%0.12%0.1%
Jun 202683.2%13.7%2.2%0.67%0.09%0.09%
Jul 202685.2%11.5%2.3%0.83%0.09%0.09%
Aug 202685.1%11.4%2.8%0.55%0.09%0.07%
Sep 202685.2%11.5%2.8%0.3%0.11%0.07%

  1. 1.Duluth Trading Company

    85.2%

    Held 1st. 450K estimated branded searches, 0% vs prior month. Share +0.2 points.

  2. 2.TRUEWERK

    11.5%

    Held 2nd. 60.5K estimated branded searches, 0% vs prior month. Share 0 points.

  3. 3.Dickies

    2.8%

    Held 3rd. 14.8K estimated branded searches, 0% vs prior month. Share 0 points.

  4. 4.Carhartt

    0.3%

    Held 4th. 1.6K estimated branded searches, -44.8% vs prior month. Share -0.2 points.

  5. 5.Caterpillar

    0.11%

    Held 5th. 590 estimated branded searches, +22.9% vs prior month. Share 0 points.

  6. 6.Bisley

    0.07%

    Held 6th. 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 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.

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

3 changes

  1. 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.

  2. Estimated monthly branded searches for Carhartt worldwide rose 81.8% over 12 measured months, from 880 to 1.6K in September 2026.

  3. Estimated monthly branded searches for TRUEWERK worldwide fell 18.2% over 12 measured months, from 74K to 60.5K in September 2026.

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%Show ranking
Work shorts brands1st of 685.2%Shown above
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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