--- title: "New Era vs Stetson: Which is searched more?" description: "Is New Era 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/new-era-vs-stetson" publisher: "Brandwave" --- # New Era vs Stetson: Which is searched more? Is New Era 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**: New Era and Stetson - **Competitive set**: Hats - **Market**: Global - **Month measured**: Sep 2026 - **New Era Share of Search**: 60.6% - **Stetson Share of Search**: 6.8% ## Is New Era or Stetson more popular in search? - In September 2026, New Era had more branded searches than Stetson among hats worldwide. New Era had about 1.5 million branded searches, while Stetson had 165,000. New Era made up 60.6% of all hat searches we track, and Stetson accounted for 6.8%. - New Era was ahead of Stetson in every measured month of the 12 months ending September 2026. - Across the 12 months ending September 2026, New Era’s share of searches among hats worldwide moved from 58.1% to 60.6%, and its estimated monthly branded searches held steady at 1.5M. - 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, New Era 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. New Era 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%. ## Month by month | Month | New Era estimated searches | New Era Share of Search | New Era rank | Stetson estimated searches | Stetson Share of Search | Stetson rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 1.5M | 58.1% | 1 | 165K | 6.3% | 5 | | Nov 2025 | 1.8M | 54.8% | 1 | 201K | 6.1% | 5 | | Dec 2025 | 1.9M | 51.2% | 1 | 246K | 6.7% | 4 | | Jan 2026 | 1.8M | 59.9% | 1 | 201K | 6.7% | 5 | | Feb 2026 | 1.5M | 60.3% | 1 | 165K | 6.8% | 5 | | Mar 2026 | 1.8M | 62.4% | 1 | 201K | 7% | 4 | | Apr 2026 | 1.5M | 59.2% | 1 | 201K | 7.8% | 4 | | May 2026 | 1.6M | 61.1% | 1 | 201K | 7.7% | 4 | | Jun 2026 | 1.6M | 56.8% | 1 | 301K | 10.8% | 2 | | Jul 2026 | 1.5M | 59.9% | 1 | 201K | 7.9% | 4 | | Aug 2026 | 1.5M | 60.7% | 1 | 201K | 8% | 4 | | Sep 2026 | 1.5M | 60.6% | 1 | 165K | 6.8% | 4 | ## How each brand is measured Brandwave collects information about searches that people make online using New Era’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. - **New Era**: Measured on the search terms “new era” and “new era cap”, summed into one figure. - **Stetson**: Measured on the search term “stetson”. - [New Era profile](/demand/global-en/brands/new-era) - [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 New Era or Stetson more popular in search? In September 2026, New Era had more branded searches than Stetson among hats worldwide. New Era had about 1.5 million branded searches, while Stetson had 165,000. New Era made up 60.6% of all hat searches we track, and Stetson accounted for 6.8%. ## Cite this page Brandwave. "New Era vs Stetson: Which is searched more?". https://gobrandwave.com/demand/global-en/categories/hats/compare/new-era-vs-stetson This page is also available as HTML at https://gobrandwave.com/demand/global-en/categories/hats/compare/new-era-vs-stetson. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.