Brandwave

How popular isStüssy?

In September 2026, people searched for Stüssy by name about 1.8 million times worldwide, an 18.3% decrease from the previous year. These searches made up 50.7% of all global bucket hat brand searches, placing Stüssy first out of five brands. When we asked both ChatGPT and Google AI Overviews about bucket hat brands, Stüssy appeared in three of the five answers and was the most recommended of the five.

Search and AI answers in September 2026

Stüssy is the most searched of 5 competitors and the most recommended in AI answers.

  1. StüssyShare of searches 50.7%Mentioned in 3 of 5 AI answersPlace in AI recommendations 1st
  2. BarbourShare of searches 33.8%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  3. BillabongShare of searches 12.5%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  4. KangolShare of searches 3%Mentioned in 3 of 5 AI answersPlace in AI recommendations 2nd
  5. CarharttShare of searches 0.07%Mentioned in 2 of 5 AI answersPlace in AI recommendations 3rd
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Top bucket hat brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Stüssy was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Stüssy is the most recommended of the five.

Most recommended by AI

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

  1. Stüssy1st
  2. Kangol2nd
  3. Carhartt3rd
  4. Barbour–
  5. Billabong–

Mentioned by AI

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

  • Stüssy3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Kangol3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Carhartt2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Barbour0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Billabong0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about bucket hat brands

5 answers

  • Asked ChatGPT

    “Which bucket hat brand should I buy?”

    1. 1Stüssy
    2. 2Carhartt
    3. 3Kangol

  • Asked ChatGPT

    “What are the best bucket hat brands?”

    1. 1Kangol
    2. 2Stüssy
    3. 3Carhartt

  • Asked ChatGPT

    “What's the best bucket hat brand for sun protection?”

    1. Searched Google, AI Overview

      “bucket hat brands”

      1. 1Stüssy
      2. 2Kangol

    2. Searched Google, AI Overview

      “best bucket hat”

      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 20, 2026.

      Which bucket hat brands compete with Stüssy?

      Stüssy against bucket hat brands worldwide, by month

      Share of searches by month for Stüssy, Barbour, Billabong, Kangol. The figures are in the table below the chart.

      View monthly share of searches table
      MonthStüssyBarbourBillabongKangolCarhartt
      Oct 202548.1%39.3%9.7%2.9%0.05%
      Nov 202547.1%38.5%11.6%2.8%0.05%
      Dec 202546.8%38.2%11.5%3.4%0.06%
      Jan 202649%32.6%14.7%3.6%0.08%
      Feb 202656.9%25.6%14%3.4%0.07%
      Mar 202652%28.4%15.6%3.8%0.1%
      Apr 202654.8%24.6%16.5%4%0.11%
      May 202657.8%21.2%17.4%3.5%0.14%
      Jun 202662.1%15.3%18.7%3.7%0.18%
      Jul 202662.1%15.3%18.7%3.7%0.18%
      Aug 202660.1%22.1%14.8%3%0.1%
      Sep 202650.7%33.8%12.5%3%0.07%

      1. 1.Stüssy

        50.7%

        Held 1st. 1.8M estimated branded searches, -18.3% vs prior month. Share -9.4 points.

      2. 2.Barbour

        33.8%

        Held 2nd. 1.2M estimated branded searches, +48.2% vs prior month. Share +11.7 points.

      3. 3.Billabong

        12.5%

        Held 3rd. 450K estimated branded searches, -18.2% vs prior month. Share -2.3 points.

      4. 4.Kangol

        3%

        Held 4th. 110K estimated branded searches, 0% vs prior month. Share +0.1 points.

      5. 5.Carhartt

        0.07%

        Held 5th. 2.4K estimated branded searches, -33.3% vs prior month. Share 0 points.

      Compare popularity between Stüssy and its closest rivals

      Every comparison with Stüssy

      13 comparisons

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

      3 findings
      • Across the 12 months ending September 2026, estimated monthly branded searches for Stüssy worldwide fell from 2.2M to 1.8M.
      • Across the 12 months ending September 2026, Stüssy’s share of searches among bucket hat brands worldwide increased from 48.1% to 50.7%.
      • Across the 12 months ending September 2026, Stüssy’s share of searches among bucket hat brands worldwide peaked at 62.1% in June 2026 and was lowest at 46.8% in December 2025.

      How did search popularity change for bucket hat brands worldwide in September 2026?

      4 changes

      1. In September 2026, Barbour gained share of searches among bucket hat brands worldwide, from 22.1% to 33.8%.

      2. In September 2026, Stüssy lost share of searches among bucket hat brands worldwide, from 60.1% to 50.7%.

      3. In September 2026, Billabong lost share of searches among bucket hat brands worldwide, from 14.8% to 12.5%.

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

      How are Stüssy’s branded searches counted?

      1 search term

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

      • stussy

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      How the Brand Demand Index is measured

      Where does Stüssy compete?

      Stüssy 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 searchesRanking
      Streetwear brands3rd of 1018.6%Show ranking
      Bucket hat brands1st of 550.7%Shown above
      Creator with pink hair and a pink jacket

      Is Stüssy your brand?

      Put your own campaigns, spend and outcomes next to this demand line, so you can see which of your marketing lined up with the movements above.

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