---
title: "Hats: Which brands are most popular in search?"
description: "Compare the hats people buy. Share of Search among New Era, Mitchell & Ness, Stetson, Kangol, Flexfit and Borsalino, the hats 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/hats"
publisher: "Brandwave"
---

# Hats: Which brands are most popular in search?

Compare the hats people buy. Share of Search among New Era, Mitchell & Ness, Stetson, Kangol, Flexfit and Borsalino, the hats 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**: Hats
- **Market**: Global
- **Brands compared**: 6
- **Month measured**: Aug 2026
- **Highest Share of Search**: New Era, 33.9%

## Which brand is most popular in search among hats worldwide?

- In August 2026, New Era was the most searched among hats worldwide, with an estimated 301K branded searches and 33.9% estimated Share of Search within this set.
- Mitchell & Ness is in 2nd place, 6.2 percentage points behind at 27.7% Share of Search.
- 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, Kangol’s estimated Share of Search among hats worldwide decreased from 15.4% to 12.4%.
- Across the 11 months ending August 2026, New Era’s estimated Share of Search among hats worldwide peaked at 38.4% in May 2026 and was lowest at 31.1% in November 2025.
- Across the 11 months ending August 2026, Mitchell & Ness’ estimated Share of Search among hats worldwide peaked at 31.1% in November 2025 and was lowest at 23.2% in June 2026.
- 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.
- Across the 11 months ending August 2026, Kangol’s estimated Share of Search among hats worldwide peaked at 15.4% in October 2025 and was lowest at 10.4% in June 2026.
- Across the 11 months ending August 2026, New Era, Mitchell & Ness, Flexfit and Borsalino held steady: their estimated Share of Search among hats worldwide each moved less than 0.5 percentage points.

## Compare search popularity between leading brands

- [New Era vs Mitchell & Ness: compare search popularity](/demand/global-en/compare/mitchell-and-ness-vs-new-era): 33.9% against 27.7% Share of Search.
- [New Era vs Stetson: compare search popularity](/demand/global-en/compare/new-era-vs-stetson): 33.9% against 22.6% Share of Search.
- [New Era vs Kangol: compare search popularity](/demand/global-en/compare/kangol-vs-new-era): 33.9% against 12.4% Share of Search.
- [New Era vs Flexfit: compare search popularity](/demand/global-en/compare/flexfit-vs-new-era): 33.9% against 2% Share of Search.
- [Mitchell & Ness vs Stetson: compare search popularity](/demand/global-en/compare/mitchell-and-ness-vs-stetson): 27.7% against 22.6% Share of Search.
- [Mitchell & Ness vs Kangol: compare search popularity](/demand/global-en/compare/kangol-vs-mitchell-and-ness): 27.7% against 12.4% Share of Search.
- [Mitchell & Ness vs Flexfit: compare search popularity](/demand/global-en/compare/flexfit-vs-mitchell-and-ness): 27.7% against 2% Share of Search.
- [Stetson vs Kangol: compare search popularity](/demand/global-en/compare/kangol-vs-stetson): 22.6% against 12.4% Share of Search.
- [Stetson vs Flexfit: compare search popularity](/demand/global-en/compare/flexfit-vs-stetson): 22.6% against 2% Share of Search.
- [Kangol vs Flexfit: compare search popularity](/demand/global-en/compare/flexfit-vs-kangol): 12.4% against 2% Share of Search.

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

- Estimated monthly branded searches for Stetson worldwide rose 21.8% over 11 measured months, from 165K to 201K in August 2026.
- Estimated monthly branded searches for Kangol worldwide fell 18.5% over 11 measured months, from 135K to 110K in August 2026.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | New Era | 33.9% | 301K | 0.0% | New Era |
| 2 | Mitchell & Ness | 27.7% | 246K | 0.0% | Mitchell & Ness |
| 3 | Stetson | 22.6% | 201K | 0.0% | Stetson |
| 4 | Kangol | 12.4% | 110K | 0.0% | Kangol |
| 5 | Flexfit | 2% | 18.1K | 0.0% | Flexfit |
| 6 | Borsalino | 1.4% | 12.1K | 0.0% | Borsalino |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | New Era | 301K | 34.3% | 1 |
| Oct 2025 | Mitchell & Ness | 246K | 28% | 2 |
| Oct 2025 | Stetson | 165K | 18.8% | 3 |
| Oct 2025 | Kangol | 135K | 15.4% | 4 |
| Oct 2025 | Flexfit | 18.1K | 2.1% | 5 |
| Oct 2025 | Borsalino | 12.1K | 1.4% | 6 |
| Nov 2025 | Mitchell & Ness | 301K | 31.1% | 1 |
| Nov 2025 | New Era | 301K | 31.1% | 2 |
| Nov 2025 | Stetson | 201K | 20.8% | 3 |
| Nov 2025 | Kangol | 135K | 13.9% | 4 |
| Nov 2025 | Flexfit | 18.1K | 1.9% | 5 |
| Nov 2025 | Borsalino | 12.1K | 1.2% | 6 |
| Dec 2025 | New Era | 368K | 33.1% | 1 |
| Dec 2025 | Mitchell & Ness | 301K | 27.1% | 2 |
| Dec 2025 | Stetson | 246K | 22.2% | 3 |
| Dec 2025 | Kangol | 165K | 14.9% | 4 |
| Dec 2025 | Flexfit | 18.1K | 1.6% | 5 |
| Dec 2025 | Borsalino | 12.1K | 1.1% | 6 |
| Jan 2026 | New Era | 301K | 33% | 1 |
| Jan 2026 | Mitchell & Ness | 246K | 26.9% | 2 |
| Jan 2026 | Stetson | 201K | 22% | 3 |
| Jan 2026 | Kangol | 135K | 14.8% | 4 |
| Jan 2026 | Flexfit | 18.1K | 2% | 5 |
| Jan 2026 | Borsalino | 12.1K | 1.3% | 6 |
| Feb 2026 | New Era | 246K | 32.8% | 1 |
| Feb 2026 | Mitchell & Ness | 201K | 26.8% | 2 |
| Feb 2026 | Stetson | 165K | 22% | 3 |
| Feb 2026 | Kangol | 110K | 14.7% | 4 |
| Feb 2026 | Flexfit | 18.1K | 2.4% | 5 |
| Feb 2026 | Borsalino | 9.9K | 1.3% | 6 |
| Mar 2026 | New Era | 301K | 32.8% | 1 |
| Mar 2026 | Mitchell & Ness | 246K | 26.8% | 2 |
| Mar 2026 | Stetson | 201K | 21.9% | 3 |
| Mar 2026 | Kangol | 135K | 14.7% | 4 |
| Mar 2026 | Flexfit | 22.2K | 2.4% | 5 |
| Mar 2026 | Borsalino | 12.1K | 1.3% | 6 |
| Apr 2026 | New Era | 301K | 32.8% | 1 |
| Apr 2026 | Mitchell & Ness | 246K | 26.8% | 2 |
| Apr 2026 | Stetson | 201K | 21.9% | 3 |
| Apr 2026 | Kangol | 135K | 14.7% | 4 |
| Apr 2026 | Flexfit | 22.2K | 2.4% | 5 |
| Apr 2026 | Borsalino | 12.1K | 1.3% | 6 |
| May 2026 | New Era | 368K | 38.4% | 1 |
| May 2026 | Mitchell & Ness | 246K | 25.6% | 2 |
| May 2026 | Stetson | 201K | 21% | 3 |
| May 2026 | Kangol | 110K | 11.5% | 4 |
| May 2026 | Flexfit | 22.2K | 2.3% | 5 |
| May 2026 | Borsalino | 12.1K | 1.3% | 6 |
| Jun 2026 | New Era | 368K | 34.7% | 1 |
| Jun 2026 | Stetson | 301K | 28.4% | 2 |
| Jun 2026 | Mitchell & Ness | 246K | 23.2% | 3 |
| Jun 2026 | Kangol | 110K | 10.4% | 4 |
| Jun 2026 | Flexfit | 22.2K | 2.1% | 5 |
| Jun 2026 | Borsalino | 12.1K | 1.1% | 6 |
| Jul 2026 | New Era | 301K | 33.9% | 1 |
| Jul 2026 | Mitchell & Ness | 246K | 27.7% | 2 |
| Jul 2026 | Stetson | 201K | 22.6% | 3 |
| Jul 2026 | Kangol | 110K | 12.4% | 4 |
| Jul 2026 | Flexfit | 18.1K | 2% | 5 |
| Jul 2026 | Borsalino | 12.1K | 1.4% | 6 |
| Aug 2026 | New Era | 301K | 33.9% | 1 |
| Aug 2026 | Mitchell & Ness | 246K | 27.7% | 2 |
| Aug 2026 | Stetson | 201K | 22.6% | 3 |
| Aug 2026 | Kangol | 110K | 12.4% | 4 |
| Aug 2026 | Flexfit | 18.1K | 2% | 5 |
| Aug 2026 | Borsalino | 12.1K | 1.4% | 6 |
| Sep 2026 | Borsalino | — | — | — |
| Sep 2026 | Flexfit | — | — | — |
| Sep 2026 | Kangol | — | — | — |
| Sep 2026 | Mitchell & Ness | — | — | — |
| Sep 2026 | New Era | — | — | — |
| Sep 2026 | Stetson | — | — | — |

## What is being compared

- **Borsalino**: Measured on the search term “borsalino hats”.
- **Flexfit**: Measured on the search term “flexfit”.
- **Kangol**: Measured on the search term “kangol”.
- **Mitchell & Ness**: Measured on the search term “mitchell and ness”.
- **New Era**: Measured on the search term “new era cap”.
- **Stetson**: Measured on the search term “stetson”.

- [Borsalino](/demand/global-en/brands/borsalino)
- [Flexfit](/demand/global-en/brands/flexfit)
- [Kangol](/demand/global-en/brands/kangol)
- [Mitchell & Ness](/demand/global-en/brands/mitchell-and-ness)
- [New Era](/demand/global-en/brands/new-era)
- [Stetson](/demand/global-en/brands/stetson)

## 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 hats worldwide?

In August 2026, New Era was the most searched among hats worldwide, with an estimated 301K branded searches and 33.9% estimated Share of Search within this set. These are worldwide searches for English-language branded terms.

## Cite this page

Brandwave. "Hats: Which brands are most popular in search?". https://gobrandwave.com/demand/global-en/categories/hats

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