--- title: "'47 vs Stetson: Which is searched more?" description: "Is '47 or Stetson more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Hats set worldwide. 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/compare/forty-seven-brand-vs-stetson" publisher: "Brandwave" --- # '47 vs Stetson: Which is searched more? Is '47 or Stetson more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Hats set worldwide. 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 - **Compared**: '47 and Stetson - **Competitive set**: Hats - **Market**: Global - **Month measured**: Sep 2026 - **'47 Share of Search**: 8.6% - **Stetson Share of Search**: 6.8% ## Is '47 or Stetson more popular in search? - 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%. - 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. ## 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. Brands get a higher AI rank if they are mentioned earlier in the answers that list options. | Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it | | --- | --- | --- | --- | --- | | New Era | 1st | 3 of 3 | 1 of 2 | 4 of 5 | | '47 | 2nd | 3 of 3 | 1 of 2 | 4 of 5 | | Carhartt | 3rd | 3 of 3 | 1 of 2 | 4 of 5 | | Melin | 4th | 1 of 3 | 1 of 2 | 2 of 5 | | Stetson | 5th | 2 of 3 | 1 of 2 | 3 of 5 | | Patagonia | 6th | 2 of 3 | 0 of 2 | 2 of 5 | | Kangol | 7th | 0 of 3 | 1 of 2 | 1 of 5 | | Mitchell & Ness | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Flexfit | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Borsalino | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | ## Every AI answer about hats - Asked ChatGPT "Which hat brand should I buy?": 1. New Era, 2. '47, 3. Carhartt, 4. Stetson - Asked ChatGPT "What are the best hat brands?": 1. New Era, 2. '47, 3. Carhartt, 4. Melin, 5. Stetson, 6. Patagonia - Asked ChatGPT "What's the best hat brand for everyday wear?": 1. '47, 2. New Era, 3. Carhartt, 4. Patagonia - Searched Google, AI Overview "hat brands": 1. New Era, 2. '47, 3. Melin, 4. Carhartt, 5. Stetson, 6. Kangol - Searched Google, AI Overview "wide brim hat": named none of the brands we track Not named in any answer: Mitchell & Ness, Flexfit and Borsalino. Brands are listed in the order each answer named them. The answers were collected in the United States on October 21, 2026. ## How did search popularity change for hats worldwide in September 2026? - In September 2026, Stetson lost share of searches among hats worldwide, from 8% to 6.8%. - Estimated monthly branded searches for '47 worldwide fell 18.2% over 12 measured months, from 256K to 209K in September 2026. ## Month by month | Month | '47 estimated searches | '47 Share of Search | '47 rank | Stetson estimated searches | Stetson Share of Search | Stetson rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 256K | 9.8% | 2 | 165K | 6.3% | 5 | | Nov 2025 | 292K | 8.9% | 4 | 201K | 6.1% | 5 | | Dec 2025 | 239K | 6.5% | 5 | 246K | 6.7% | 4 | | Jan 2026 | 209K | 6.9% | 4 | 201K | 6.7% | 5 | | Feb 2026 | 209K | 8.6% | 2 | 165K | 6.8% | 5 | | Mar 2026 | 275K | 9.5% | 2 | 201K | 7% | 4 | | Apr 2026 | 256K | 9.9% | 2 | 201K | 7.8% | 4 | | May 2026 | 226K | 8.7% | 3 | 201K | 7.7% | 4 | | Jun 2026 | 300K | 10.7% | 3 | 301K | 10.8% | 2 | | Jul 2026 | 245K | 9.6% | 3 | 201K | 7.9% | 4 | | Aug 2026 | 209K | 8.3% | 3 | 201K | 8% | 4 | | Sep 2026 | 209K | 8.6% | 3 | 165K | 6.8% | 4 | ## How each brand is measured 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**: Measured on the search terms “47 brand” and “47 brand hats”, summed into one figure. - **Stetson**: Measured on the search term “stetson”. - ['47 profile](/demand/global-en/brands/forty-seven-brand) - [Stetson profile](/demand/global-en/brands/stetson) - [All hats worldwide](/demand/global-en/categories/hats): The set both shares are measured inside, 10 brands. ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### Is '47 or Stetson more popular in search? 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%. ## Cite this page Brandwave. "'47 vs Stetson: Which is searched more?". https://gobrandwave.com/demand/global-en/categories/hats/compare/forty-seven-brand-vs-stetson This page is also available as HTML at https://gobrandwave.com/demand/global-en/categories/hats/compare/forty-seven-brand-vs-stetson. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.