Brandwave

How popular isStetson in search?

In August 2026, there were an estimated 201K branded searches for Stetson worldwide which is up 21.8% over the last 11 months. Stetson holds 22.6% estimated Share of Search among hats worldwide and is ranked 3rd of 6 competitors for search popularity. These are worldwide searches for English-language branded terms.

Share of Search, August 2026
  1. New Era33.9%
  2. Mitchell & Ness27.7%
  3. Stetson22.6%
  4. Kangol12.4%
  5. Flexfit2%
  6. Borsalino1.4%
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Where does Stetson compete?

Stetson is ranked in two competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of SearchRanking
Hats3rd of 622.6%Shown below
Cap brands3rd of 522.9%Show ranking

Which hats compete with Stetson?

Stetson against hats worldwide, by month

Share of Search by month for New Era, Mitchell & Ness, Stetson, Kangol, Flexfit. The figures are in the table below the chart.

View monthly share of search table
MonthNew EraMitchell & NessStetsonKangolFlexfitBorsalino
Oct 202534.3%28%18.8%15.4%2.1%1.4%
Nov 202531.1%31.1%20.8%13.9%1.9%1.2%
Dec 202533.1%27.1%22.2%14.9%1.6%1.1%
Jan 202633%26.9%22%14.8%2%1.3%
Feb 202632.8%26.8%22%14.7%2.4%1.3%
Mar 202632.8%26.8%21.9%14.7%2.4%1.3%
Apr 202632.8%26.8%21.9%14.7%2.4%1.3%
May 202638.4%25.6%21%11.5%2.3%1.3%
Jun 202634.7%23.2%28.4%10.4%2.1%1.1%
Jul 202633.9%27.7%22.6%12.4%2%1.4%
Aug 202633.9%27.7%22.6%12.4%2%1.4%
Sep 2026——————

  1. 1.New Era

    33.9%

    Held 1st. 301K estimated branded searches, 0% vs prior month. Share 0 points.

  2. 2.Mitchell & Ness

    27.7%

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

  3. 3.Stetson

    22.6%

    Held 3rd. 201K estimated branded searches, 0% vs prior month. Share 0 points.

  4. 4.Kangol

    12.4%

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

  5. 5.Flexfit

    2%

    Held 5th. 18.1K estimated branded searches, 0% vs prior month. Share 0 points.

  6. 6.Borsalino

    1.4%

    Held 6th. 12.1K estimated branded searches, 0% vs prior month. Share 0 points.

Compare search popularity between Stetson and its closest rivals

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

  • Across the 11 months ending August 2026, estimated monthly branded searches for Stetson worldwide rose from 165K to 201K.
  • Across the 11 months ending August 2026, Stetson’s estimated Share of Search among hats worldwide increased from 18.8% to 22.6%.
  • Across the 11 months ending August 2026, Stetson’s estimated Share of Search among hats worldwide peaked at 28.4% in June 2026 and was lowest at 18.8% in October 2025.

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

  1. Estimated monthly branded searches for Stetson worldwide rose 21.8% over 11 measured months, from 165K to 201K in August 2026.

  2. Estimated monthly branded searches for Kangol worldwide fell 18.5% over 11 measured months, from 135K to 110K in August 2026.

How is Stetson measured?

Brandwave collects information about searches that people make online using Stetson’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.

1 branded search term

  • stetson

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How the Brand Demand Index is measured

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