Brandwave

'47 vs Stetson:Which is more popular?

In September 2026, '47 had more branded searches than Stetson among hats worldwide. '47 had about 209,000 branded searches, while Stetson had 165,000. '47 made up 8.6% of all hat searches we track, and Stetson accounted for 6.8%. When we asked ChatGPT and Google AI Overviews about hats, '47 appeared in four of the five answers and Stetson in three. '47 was mentioned before Stetson in every answer.

Among hats worldwide in September 2026

Who do people search for more?

'47, about 27% more searches than Stetson

'47 209K searchesStetson 165K searches

Who does AI mention more?

'47, mentioned in 4 of 5 answers, Stetson in 3

'47 in 4 of 5Stetson in 3 of 5

Who does AI recommend more?

'47, named ahead of Stetson in every answer

'47 first in 4Stetson never first

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Top hats in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, '47 was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Stetson was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. '47 was listed before Stetson in every answer.

Most recommended by AI

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

  1. New Era1st
  2. '472nd
  3. Carhartt3rd
  4. Melin4th
  5. Stetson5th
  6. Patagonia6th
  7. Kangol7th
  8. Mitchell & Ness–
  9. Flexfit–
  10. Borsalino–

Mentioned by AI

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

  • New Era4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • '474 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Carhartt4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Stetson3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Melin2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Patagonia2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Kangol1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Mitchell & Ness0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Flexfit0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Borsalino0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about hats

5 answers

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 21, 2026.

Is '47 or Stetson more popular in search?

This chart shows how often people search Google for '47 and Stetson by name. Each line represents a brand's share of searches for all ten hats we track, month by month, from English-language searches worldwide.

'47 and Stetson among hats worldwide, by month

Share of searches by month for '47, Stetson. The figures are in the table below the chart.

View monthly share of searches table
MonthNew EraMitchell & Ness'47StetsonKangolMelinCarharttFlexfitPatagoniaBorsalino
Oct 202558.1%9.4%9.8%6.3%5.2%2.3%7.1%0.69%0.69%0.46%
Nov 202554.8%9.2%8.9%6.1%4.1%2.8%12.5%0.55%0.82%0.37%
Dec 202551.2%8.2%6.5%6.7%4.5%2.5%18.8%0.5%0.74%0.33%
Jan 202659.9%8.2%6.9%6.7%4.5%2%10.2%0.6%0.6%0.4%
Feb 202660.3%8.3%8.6%6.8%4.5%2.5%7.2%0.74%0.61%0.41%
Mar 202662.4%8.5%9.5%7%4.7%3.1%3%0.77%0.63%0.42%
Apr 202659.2%9.6%9.9%7.8%5.3%3.5%2.6%0.86%0.7%0.47%
May 202661.1%9.5%8.7%7.7%4.2%4.2%2.3%0.85%0.85%0.47%
Jun 202656.8%8.8%10.7%10.8%3.9%4.8%2.2%0.79%0.79%0.43%
Jul 202659.9%9.7%9.6%7.9%4.3%4.3%2.2%0.71%0.87%0.48%
Aug 202660.7%9.8%8.3%8%4.4%4.4%2.4%0.72%0.72%0.48%
Sep 202660.6%10.2%8.6%6.8%4.5%3.7%3.6%0.75%0.61%0.5%

How has the '47 and Stetson comparison changed over the last 12 months?

3 findings
  • The lead changed hands 4 times in the 12 months ending September 2026: Stetson took it in December 2025, '47 took it in January 2026, Stetson took it in June 2026, '47 took it in July 2026.
  • Across the 12 months ending September 2026, '47’s share of searches among hats worldwide moved from 9.8% to 8.6%, and its estimated monthly branded searches moved from 256K to 209K.
  • Across the 12 months ending September 2026, Stetson’s share of searches among hats worldwide moved from 6.3% to 6.8%, and its estimated monthly branded searches held steady at 165K.

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

2 changes

  1. In September 2026, Stetson lost share of searches among hats worldwide, from 8% to 6.8%.

  2. Estimated monthly branded searches for '47 worldwide fell 18.2% over 12 measured months, from 256K to 209K in September 2026.

How are branded searches counted?

3 search terms

Brandwave collects information about searches that people make online using '47’s and Stetson’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.

'47

2 branded search terms

  • 47 brand
  • 47 brand hats

Stetson

1 branded search term

  • stetson

How the Brand Demand Index is measured

Other head-to-heads among hats

Creator with pink hair and a pink jacket

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