---
title: "Base Layer brands: Which are searched most?"
description: "Compare the base layer brands people buy. Share of Search among Ariat, Carhartt, Burton, Columbia, Castelli and First Lite, the base Layer brands Brandwave compares worldwide, using the same methodology, market, and reporting period. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time."
canonical: "https://gobrandwave.com/demand/global-en/categories/base-layer-brands"
publisher: "Brandwave"
---

# Base Layer brands: Which are searched most?

Compare the base layer brands people buy. Share of Search among Ariat, Carhartt, Burton, Columbia, Castelli and First Lite, the base Layer brands Brandwave compares worldwide, using the same methodology, market, and reporting period. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time.

## Key facts

- **Competitive set**: Base Layer brands
- **Market**: Global
- **Brands compared**: 6
- **Month measured**: Sep 2026
- **Highest Share of Search**: Ariat, 34.2%

## Which brand is most popular in search among base Layer brands worldwide?

- In September 2026, Ariat was the most searched among base Layer brands worldwide, with an estimated 673K branded searches and 34.2% estimated Share of Search within this set.
- Carhartt is in 2nd place, 11.3 percentage points behind at 22.9% Share of Search.
- Across the 12 months ending September 2026, Ariat’s estimated Share of Search among base Layer brands worldwide increased from 25.6% to 34.2%.
- Across the 12 months ending September 2026, Carhartt’s estimated Share of Search among base Layer brands worldwide decreased from 31.3% to 22.9%.
- Across the 12 months ending September 2026, Burton’s estimated Share of Search among base Layer brands worldwide increased from 18.8% to 20.2%.
- Across the 12 months ending September 2026, Columbia’s estimated Share of Search among base Layer brands worldwide decreased from 13.9% to 12.5%.
- Across the 12 months ending September 2026, First Lite’s estimated Share of Search among base Layer brands worldwide decreased from 5.1% to 4.6%.
- Across the 12 months ending September 2026, Ariat’s estimated Share of Search among base Layer brands worldwide peaked at 47.1% in June 2026 and was lowest at 21% in January 2026.
- Across the 12 months ending September 2026, Carhartt’s estimated Share of Search among base Layer brands worldwide peaked at 34.3% in November 2025 and was lowest at 11.1% in May 2026.
- Across the 12 months ending September 2026, Burton’s estimated Share of Search among base Layer brands worldwide peaked at 36.7% in February 2026 and was lowest at 16.5% in May 2026.
- Across the 12 months ending September 2026, Columbia’s estimated Share of Search among base Layer brands worldwide peaked at 17.2% in November 2025 and was lowest at 11.8% in August 2026.
- Across the 12 months ending September 2026, Castelli’s estimated Share of Search among base Layer brands worldwide peaked at 11.1% in May 2026 and was lowest at 2.5% in December 2025.
- Across the 12 months ending September 2026, First Lite’s estimated Share of Search among base Layer brands worldwide peaked at 6.2% in August 2026 and was lowest at 1.9% in January 2026.
- Across the 12 months ending September 2026, Ariat rose from 2nd to 1st among base Layer brands worldwide.
- Across the 12 months ending September 2026, Carhartt fell from 1st to 2nd among base Layer brands worldwide.
- Across the 12 months ending September 2026, Castelli held steady: its estimated Share of Search among base Layer brands worldwide moved less than 0.5 percentage points.

## Compare search popularity between leading brands

- [Ariat vs Carhartt: compare search popularity](/demand/global-en/compare/ariat-vs-carhartt): 34.2% against 22.9% Share of Search.
- [Ariat vs Burton: compare search popularity](/demand/global-en/compare/ariat-vs-burton): 34.2% against 20.2% Share of Search.
- [Ariat vs Columbia: compare search popularity](/demand/global-en/compare/ariat-vs-columbia): 34.2% against 12.5% Share of Search.
- [Ariat vs Castelli: compare search popularity](/demand/global-en/compare/ariat-vs-castelli): 34.2% against 5.6% Share of Search.
- [Carhartt vs Burton: compare search popularity](/demand/global-en/compare/burton-vs-carhartt): 22.9% against 20.2% Share of Search.
- [Carhartt vs Columbia: compare search popularity](/demand/global-en/compare/carhartt-vs-columbia): 22.9% against 12.5% Share of Search.
- [Carhartt vs Castelli: compare search popularity](/demand/global-en/compare/carhartt-vs-castelli): 22.9% against 5.6% Share of Search.
- [Burton vs Columbia: compare search popularity](/demand/global-en/compare/burton-vs-columbia): 20.2% against 12.5% Share of Search.
- [Burton vs Castelli: compare search popularity](/demand/global-en/compare/burton-vs-castelli): 20.2% against 5.6% Share of Search.
- [Columbia vs Castelli: compare search popularity](/demand/global-en/compare/castelli-vs-columbia): 12.5% against 5.6% Share of Search.

## How did search popularity change for base Layer brands worldwide in September 2026?

- In September 2026, Carhartt overtook Burton to rank 2nd among base Layer brands worldwide, with 22.9% estimated Share of Search.
- In September 2026, Columbia gained estimated Share of Search among base Layer brands worldwide, from 11.8% to 12.5%.
- In September 2026, Castelli lost estimated Share of Search among base Layer brands worldwide, from 9.3% to 5.6%.
- In September 2026, Ariat lost estimated Share of Search among base Layer brands worldwide, from 37.8% to 34.2%.
- In September 2026, First Lite lost estimated Share of Search among base Layer brands worldwide, from 6.2% to 4.6%.
- In September 2026, Burton lost estimated Share of Search among base Layer brands worldwide, from 21.2% to 20.2%.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | Ariat | 34.2% | 673K | 0.0% | Ariat |
| 2 | Carhartt | 22.9% | 450K | +82.9% | Carhartt |
| 3 | Burton | 20.2% | 397K | +5.1% | Burton |
| 4 | Columbia | 12.5% | 246K | +17.0% | Columbia |
| 5 | Castelli | 5.6% | 110K | -33.3% | Castelli |
| 6 | First Lite | 4.6% | 90.5K | -17.7% | First Lite |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Carhartt | 823K | 31.3% | 1 |
| Oct 2025 | Ariat | 673K | 25.6% | 2 |
| Oct 2025 | Burton | 495K | 18.8% | 3 |
| Oct 2025 | Columbia | 366K | 13.9% | 4 |
| Oct 2025 | Castelli | 135K | 5.1% | 5 |
| Oct 2025 | First Lite | 135K | 5.1% | 6 |
| Nov 2025 | Carhartt | 1.5M | 34.3% | 1 |
| Nov 2025 | Ariat | 1M | 22.9% | 2 |
| Nov 2025 | Burton | 787K | 18% | 3 |
| Nov 2025 | Columbia | 752K | 17.2% | 4 |
| Nov 2025 | First Lite | 201K | 4.6% | 5 |
| Nov 2025 | Castelli | 135K | 3.1% | 6 |
| Dec 2025 | Carhartt | 1.5M | 33.9% | 1 |
| Dec 2025 | Burton | 1M | 22.9% | 2 |
| Dec 2025 | Ariat | 1M | 22.6% | 3 |
| Dec 2025 | Columbia | 697K | 15.7% | 4 |
| Dec 2025 | Castelli | 110K | 2.5% | 5 |
| Dec 2025 | First Lite | 110K | 2.5% | 6 |
| Jan 2026 | Burton | 1M | 32.7% | 1 |
| Jan 2026 | Carhartt | 823K | 25.7% | 2 |
| Jan 2026 | Ariat | 673K | 21% | 3 |
| Jan 2026 | Columbia | 467K | 14.6% | 4 |
| Jan 2026 | Castelli | 135K | 4.2% | 5 |
| Jan 2026 | First Lite | 60.5K | 1.9% | 6 |
| Feb 2026 | Burton | 862K | 36.7% | 1 |
| Feb 2026 | Ariat | 550K | 23.4% | 2 |
| Feb 2026 | Carhartt | 450K | 19.2% | 3 |
| Feb 2026 | Columbia | 300K | 12.8% | 4 |
| Feb 2026 | Castelli | 135K | 5.8% | 5 |
| Feb 2026 | First Lite | 49.5K | 2.1% | 6 |
| Mar 2026 | Ariat | 673K | 36.2% | 1 |
| Mar 2026 | Burton | 487K | 26.2% | 2 |
| Mar 2026 | Carhartt | 301K | 16.2% | 3 |
| Mar 2026 | Columbia | 221K | 11.9% | 4 |
| Mar 2026 | Castelli | 135K | 7.3% | 5 |
| Mar 2026 | First Lite | 40.5K | 2.2% | 6 |
| Apr 2026 | Ariat | 673K | 42.6% | 1 |
| Apr 2026 | Burton | 298K | 18.9% | 2 |
| Apr 2026 | Columbia | 201K | 12.7% | 3 |
| Apr 2026 | Carhartt | 201K | 12.7% | 4 |
| Apr 2026 | Castelli | 165K | 10.5% | 5 |
| Apr 2026 | First Lite | 40.5K | 2.6% | 6 |
| May 2026 | Ariat | 673K | 45.4% | 1 |
| May 2026 | Burton | 244K | 16.5% | 2 |
| May 2026 | Columbia | 185K | 12.5% | 3 |
| May 2026 | Carhartt | 165K | 11.1% | 4 |
| May 2026 | Castelli | 165K | 11.1% | 5 |
| May 2026 | First Lite | 49.5K | 3.3% | 6 |
| Jun 2026 | Ariat | 673K | 47.1% | 1 |
| Jun 2026 | Burton | 244K | 17.1% | 2 |
| Jun 2026 | Columbia | 171K | 12% | 3 |
| Jun 2026 | Carhartt | 165K | 11.5% | 4 |
| Jun 2026 | Castelli | 135K | 9.4% | 5 |
| Jun 2026 | First Lite | 40.5K | 2.8% | 6 |
| Jul 2026 | Ariat | 550K | 41.5% | 1 |
| Jul 2026 | Burton | 253K | 19.1% | 2 |
| Jul 2026 | Columbia | 171K | 12.9% | 3 |
| Jul 2026 | Carhartt | 165K | 12.5% | 4 |
| Jul 2026 | Castelli | 135K | 10.2% | 5 |
| Jul 2026 | First Lite | 49.5K | 3.7% | 6 |
| Aug 2026 | Ariat | 673K | 37.8% | 1 |
| Aug 2026 | Burton | 378K | 21.2% | 2 |
| Aug 2026 | Carhartt | 246K | 13.8% | 3 |
| Aug 2026 | Columbia | 210K | 11.8% | 4 |
| Aug 2026 | Castelli | 165K | 9.3% | 5 |
| Aug 2026 | First Lite | 110K | 6.2% | 6 |
| Sep 2026 | Ariat | 673K | 34.2% | 1 |
| Sep 2026 | Carhartt | 450K | 22.9% | 2 |
| Sep 2026 | Burton | 397K | 20.2% | 3 |
| Sep 2026 | Columbia | 246K | 12.5% | 4 |
| Sep 2026 | Castelli | 110K | 5.6% | 5 |
| Sep 2026 | First Lite | 90.5K | 4.6% | 6 |

## What is being compared

- **Ariat**: Measured on the search term “ariat”.
- **Burton**: Measured on the search terms “burton”, “burton jacket”, “burton ski”, “burton snow” and “burton snowboard boots”, summed into one figure.
- **Carhartt**: Measured on the search term “carhartt jacket”.
- **Castelli**: Measured on the search term “castelli”.
- **Columbia**: Measured on the search terms “columbia jacket”, “columbia nz” and “columbia sportswear”, summed into one figure.
- **First Lite**: Measured on the search term “first lite”.

- [Ariat](/demand/global-en/brands/ariat)
- [Burton](/demand/global-en/brands/burton)
- [Carhartt](/demand/global-en/brands/carhartt)
- [Castelli](/demand/global-en/brands/castelli)
- [Columbia](/demand/global-en/brands/columbia)
- [First Lite](/demand/global-en/brands/first-lite)

## Methodology

- [How is branded search demand measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused.

## Frequently asked questions

### Which brand is most popular in search among base Layer brands worldwide?

In September 2026, Ariat was the most searched among base Layer brands worldwide, with an estimated 673K branded searches and 34.2% estimated Share of Search within this set. These are worldwide searches for English-language branded terms.

## Cite this page

Brandwave. "Base Layer brands: Which are searched most?". https://gobrandwave.com/demand/global-en/categories/base-layer-brands

This page is also available as HTML at https://gobrandwave.com/demand/global-en/categories/base-layer-brands. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.