Brandwave

How popular isPatagonia?

In September 2026, people searched for Patagonia by name about 2.8 million times worldwide, a 32.9% decrease from the previous year. These searches made up 0.61% of all global hat searches, placing Patagonia ninth out of ten hats. When we asked both ChatGPT and Google AI Overviews about hats, Patagonia appeared in two of the five answers and was the sixth most recommended of the ten.

Search and AI answers in September 2026

Patagonia is the ninth most searched of 10 competitors and the sixth most recommended in AI answers.

  1. New EraShare of searches 60.6%Mentioned in 4 of 5 AI answersPlace in AI recommendations 1st
  2. Mitchell & NessShare of searches 10.2%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  3. '47Share of searches 8.6%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
  4. StetsonShare of searches 6.8%Mentioned in 3 of 5 AI answersPlace in AI recommendations 5th
  5. PatagoniaShare of searches 0.61%Mentioned in 2 of 5 AI answersPlace in AI recommendations 6th

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Top hats in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Patagonia was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Patagonia is the sixth most recommended of the ten.

Most recommended by AI

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

  1. New Era1st
  2. '472nd
  3. Carhartt3rd
  4. Melin4th
  5. Stetson5th
  6. Patagonia6th
  7. Kangol7th
  8. Mitchell & Ness–
  9. Flexfit–
  10. Borsalino–

Mentioned by AI

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

  • New Era4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • '474 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Carhartt4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Stetson3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Melin2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Patagonia2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Kangol1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Mitchell & Ness0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Flexfit0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Borsalino0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about hats

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 hats compete with Patagonia?

Patagonia against hats worldwide, by month

Share of searches by month for New Era, Mitchell & Ness, '47, Stetson, Kangol, Melin, Carhartt, Patagonia. The figures are in the table below the chart.

View monthly share of searches table
MonthNew EraMitchell & Ness'47StetsonKangolMelinCarharttFlexfitPatagoniaBorsalino
Oct 202558.1%9.4%9.8%6.3%5.2%2.3%7.1%0.69%0.69%0.46%
Nov 202554.8%9.2%8.9%6.1%4.1%2.8%12.5%0.55%0.82%0.37%
Dec 202551.2%8.2%6.5%6.7%4.5%2.5%18.8%0.5%0.74%0.33%
Jan 202659.9%8.2%6.9%6.7%4.5%2%10.2%0.6%0.6%0.4%
Feb 202660.3%8.3%8.6%6.8%4.5%2.5%7.2%0.74%0.61%0.41%
Mar 202662.4%8.5%9.5%7%4.7%3.1%3%0.77%0.63%0.42%
Apr 202659.2%9.6%9.9%7.8%5.3%3.5%2.6%0.86%0.7%0.47%
May 202661.1%9.5%8.7%7.7%4.2%4.2%2.3%0.85%0.85%0.47%
Jun 202656.8%8.8%10.7%10.8%3.9%4.8%2.2%0.79%0.79%0.43%
Jul 202659.9%9.7%9.6%7.9%4.3%4.3%2.2%0.71%0.87%0.48%
Aug 202660.7%9.8%8.3%8%4.4%4.4%2.4%0.72%0.72%0.48%
Sep 202660.6%10.2%8.6%6.8%4.5%3.7%3.6%0.75%0.61%0.5%

  1. 1.New Era

    60.6%

    Held 1st. 1.5M estimated branded searches, -3.6% vs prior month. Share -0.1 points.

  2. 2.Mitchell & Ness

    10.2%

    Held 2nd. 246K estimated branded searches, 0% vs prior month. Share +0.4 points.

  3. 3.'47

    8.6%

    Held 3rd. 209K estimated branded searches, 0% vs prior month. Share +0.3 points.

  4. 4.Stetson

    6.8%

    Held 4th. 165K estimated branded searches, -17.9% vs prior month. Share -1.2 points.

  5. 5.Kangol

    4.5%

    Held 5th. 110K estimated branded searches, 0% vs prior month. Share +0.2 points.

  6. 6.Melin

    3.7%

    Held 6th. 90.5K estimated branded searches, -17.7% vs prior month. Share -0.6 points.

  7. 7.Carhartt

    3.6%

    Held 7th. 87.6K estimated branded searches, +45.5% vs prior month. Share +1.2 points.

  8. 8.Flexfit

    0.75%

    Held 8th. 18.1K estimated branded searches, 0% vs prior month. Share 0 points.

  9. 9.Patagonia

    0.61%

    Held 9th. 14.8K estimated branded searches, -18.2% vs prior month. Share -0.1 points.

  10. 10.Borsalino

    0.5%

    Held 10th. 12.1K estimated branded searches, 0% vs prior month. Share 0 points.

Compare popularity between Patagonia and its closest rivals

Every comparison with Patagonia

79 comparisons

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

2 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Patagonia worldwide fell from 4.1M to 2.8M.
  • Across the 12 months ending September 2026, Patagonia’s share of searches among hats worldwide held steady, from 0.69% to 0.61%.

How did search popularity change for hats worldwide in September 2026?

6 changes

  1. In September 2026, Carhartt gained share of searches among hats worldwide, from 2.4% to 3.6%.

  2. In September 2026, Stetson lost share of searches among hats worldwide, from 8% to 6.8%.

  3. In September 2026, Melin lost share of searches among hats worldwide, from 4.4% to 3.7%.

  4. Mitchell & Ness’ share of searches among hats worldwide has gained ground for 3 months in a row, from 8.8% to 10.2% in September 2026.

  5. Kangol’s share of searches among hats worldwide has gained ground for 3 months in a row, from 3.9% to 4.5% in September 2026.

  6. Estimated monthly branded searches for Patagonia worldwide fell 18.2% over 12 measured months, from 18.1K to 14.8K in September 2026.

How are Patagonia’s branded searches counted?

3 search terms

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

  • patagonia
  • patagonia hat
  • patagonia kids

Do you work for Patagonia? To request corrections or removal please contact us via our support page and we will be happy to assist.

How the Brand Demand Index is measured

Where does Patagonia compete?

Patagonia is ranked in 18 competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Puffer jacket brands3rd of 910.7%Show ranking
Hoodies3rd of 813.3%Show ranking
Coats3rd of 1115.7%Show ranking
Swim shorts brands2nd of 917.6%Show ranking
Waterproof jacket brands2nd of 922.9%Show ranking
Jackets2nd of 623.8%Show ranking
Outdoor clothing brands2nd of 1124.9%Show ranking
Snow pants brands2nd of 925.8%Show ranking
Ski jackets2nd of 926.9%Show ranking
Fleece brands2nd of 527.8%Show ranking
Rain jacket brands2nd of 627.9%Show ranking
Surf brands1st of 1157%Show ranking
Wetsuit brands1st of 859.9%Show ranking
Kids clothing brands14th of 150.41%Show ranking
Base layer brands1st of 869.2%Show ranking
Travel backpack brands1st of 970.4%Show ranking
Board shorts brands1st of 477%Show ranking
Hats9th of 100.61%Shown above
Creator with pink hair and a pink jacket

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