Brandwave

How popular isLevi's?

In September 2026, people searched for Levi's by name about 823,000 times worldwide, a 17.7% decrease from the previous year. These searches made up 64.5% of all global cargo shorts brand searches, placing Levi's first out of six brands. When we asked both ChatGPT and Google AI Overviews about cargo shorts brands, Levi's appeared in two of the five answers and was the fifth most recommended of the six.

Search and AI answers in September 2026

Levi's is the most searched of 6 competitors and the fifth most recommended in AI answers.

  1. Levi'sShare of searches 64.5%Mentioned in 2 of 5 AI answersPlace in AI recommendations 5th
  2. WranglerShare of searches 15.8%Mentioned in 4 of 5 AI answersPlace in AI recommendations 1st
  3. ColumbiaShare of searches 10.6%Mentioned in 4 of 5 AI answersPlace in AI recommendations 4th
  4. LeeShare of searches 8.6%Mentioned in 2 of 5 AI answersPlace in AI recommendations 3rd
  5. CarharttShare of searches 0.28%Mentioned in 3 of 5 AI answersPlace in AI recommendations 2nd

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Top cargo shorts brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Levi's was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Levi's is the fifth most recommended of the six.

Most recommended by AI

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

  1. Wrangler1st
  2. Carhartt2nd
  3. Lee3rd
  4. Columbia4th
  5. Levi's5th
  6. Dickies6th

Mentioned by AI

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

  • Wrangler4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Columbia4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Carhartt3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Levi's2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Lee2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Dickies2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers

See every answer about cargo shorts brands

5 answers

Brands are shown in the order each answer named them. The survey took place in the United States on October 20, 2026.

Which cargo shorts brands compete with Levi's?

Levi's against cargo shorts brands worldwide, by month

Share of searches by month for Levi's, Wrangler, Columbia, Lee. The figures are in the table below the chart.

View monthly share of searches table
MonthLevi'sWranglerColumbiaLeeCarharttDickies
Oct 202564.4%15.9%10.6%8.7%0.19%0.19%
Nov 202563%12.7%15.5%8.5%0.12%0.08%
Dec 202561.3%15.1%15.1%8.3%0.15%0.18%
Jan 202666.3%13.3%10.9%8.9%0.24%0.29%
Feb 202666.2%13.3%10.9%8.8%0.23%0.65%
Mar 202668.2%13.7%7.5%9.2%0.68%0.68%
Apr 202665.6%13.2%8.8%10.8%0.53%1.2%
May 202664.1%15.7%8.6%10.5%0.77%0.42%
Jun 202667%13.4%9%9%1.2%0.44%
Jul 202668.2%13.7%9.1%7.5%0.82%0.67%
Aug 202663.1%15.4%10.4%8.4%0.62%2.1%
Sep 202664.5%15.8%10.6%8.6%0.28%0.23%

  1. 1.Levi's

    64.5%

    Held 1st. 823K estimated branded searches, 0% vs prior month. Share +1.4 points.

  2. 2.Wrangler

    15.8%

    Held 2nd. 201K estimated branded searches, 0% vs prior month. Share +0.3 points.

  3. 3.Columbia

    10.6%

    Held 3rd. 135K estimated branded searches, 0% vs prior month. Share +0.2 points.

  4. 4.Lee

    8.6%

    Held 4th. 110K estimated branded searches, 0% vs prior month. Share +0.2 points.

  5. 5.Carhartt

    0.28%

    Moved from 6th to 5th. 3.6K estimated branded searches, -55.6% vs prior month. Share -0.3 points.

  6. 6.Dickies

    0.23%

    Moved from 5th to 6th. 2.9K estimated branded searches, -89.3% vs prior month. Share -1.9 points.

Compare popularity between Levi's and its closest rivals

Every comparison with Levi's

13 comparisons

How has branded search demand for Levi's changed worldwide over the last 12 months?

2 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Levi's worldwide fell from 1M to 823K.
  • Across the 12 months ending September 2026, Levi's’ share of searches among cargo shorts brands worldwide peaked at 68.2% in March 2026 and was lowest at 61.3% in December 2025.

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

6 changes

  1. In September 2026, Levi's gained share of searches among cargo shorts brands worldwide, from 63.1% to 64.5%.

  2. In September 2026, Dickies lost share of searches among cargo shorts brands worldwide, from 2.1% to 0.23%.

  3. Wrangler’s share of searches among cargo shorts brands worldwide has gained ground for 3 months in a row, from 13.4% to 15.8% in September 2026.

  4. Columbia’s share of searches among cargo shorts brands worldwide has gained ground for 3 months in a row, from 9% to 10.6% in September 2026.

  5. Carhartt’s share of searches among cargo shorts brands worldwide has lost ground for 3 months in a row, from 1.2% to 0.28% in September 2026.

  6. Estimated monthly branded searches for Lee worldwide fell 18.5% over 12 measured months, from 135K to 110K in September 2026.

How are Levi's’ branded searches counted?

1 search term

Brandwave collects information about searches that people make online using Levi'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.

  • levi's

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How the Brand Demand Index is measured

Where does Levi's compete?

Levi's is ranked in four competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Cargo pants brands3rd of 84.8%Show ranking
Denim brands1st of 734.6%Show ranking
Jeans brands1st of 735.7%Show ranking
Cargo shorts brands1st of 664.5%Shown above
Creator with pink hair and a pink jacket

Is Levi's your brand?

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