Brandwave

Billabong vs Stüssy:Which is more popular?

In September 2026, Stüssy had more branded searches than Billabong among bucket hat brands worldwide. Stüssy had about 1.8 million branded searches, while Billabong had 1,000. Stüssy made up 94.1% of all bucket hat brand searches we track, and Billabong accounted for 0.05%. When we asked ChatGPT and Google AI Overviews about bucket hat brands, Stüssy appeared in three of the five answers and Billabong in none.

Among bucket hat brands worldwide in September 2026

Who do people search for more?

Stüssy, about 1830 searches for every 1 for Billabong

Stüssy 1.8M searchesBillabong 1K searches

Who does AI mention more?

Stüssy, mentioned in 3 of 5 answers, Billabong in 0

Stüssy in 3 of 5Billabong in 0 of 5

Who does AI recommend more?

Stüssy, the only one of the two named

Stüssy first in 3Billabong never named

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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. Billabong did not appear in any of the five answers.

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.

      Is Billabong or Stüssy more popular in search?

      This chart shows how often people search Google for Billabong and Stüssy by name. Each line represents a brand's share of searches for all five bucket hat brands we track, month by month, from English-language searches worldwide.

      Billabong and Stüssy among bucket hat brands worldwide, by month

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

      View monthly share of searches table
      MonthStüssyKangolCarharttBarbourBillabong
      Oct 202594.1%5.7%0.1%0.1%0.04%
      Nov 202594.1%5.7%0.1%0.1%0.05%
      Dec 202592.9%6.8%0.12%0.08%0.07%
      Jan 202692.9%6.9%0.15%0.07%0.07%
      Feb 202694.1%5.7%0.12%0.07%0.05%
      Mar 202692.9%6.9%0.18%0.07%0.04%
      Apr 202692.8%6.8%0.18%0.08%0.05%
      May 202694%5.6%0.23%0.12%0.05%
      Jun 202693.9%5.6%0.28%0.12%0.07%
      Jul 202693.9%5.6%0.28%0.12%0.07%
      Aug 202695.1%4.7%0.15%0.08%0.04%
      Sep 202694.1%5.7%0.12%0.1%0.05%

      How has the Billabong and Stüssy comparison changed over the last 12 months?

      3 findings
      • Stüssy was ahead of Billabong in every measured month of the 12 months ending September 2026.
      • Across the 12 months ending September 2026, Billabong’s share of searches among bucket hat brands worldwide moved from 0.04% to 0.05%, and its estimated monthly branded searches held steady at 1K.
      • Across the 12 months ending September 2026, Stüssy’s share of searches among bucket hat brands worldwide held steady at 94.1%, and its estimated monthly branded searches moved from 2.2M to 1.8M.

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

      1 change

      1. In September 2026, Stüssy lost share of searches among bucket hat brands worldwide, from 95.1% to 94.1%.

      How are branded searches counted?

      2 search terms

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

      Billabong

      1 branded search term

      • billabong bucket hat

      Stüssy

      1 branded search term

      • stussy

      How the Brand Demand Index is measured

      Other head-to-heads among bucket hat brands

      Creator with pink hair and a pink jacket

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