Brandwave

Saint Laurent vs Thursday Boot Company:Which is more popular?

In September 2026, Saint Laurent had more branded searches than Thursday Boot Company among leather jacket brands worldwide. Saint Laurent had about 1 million branded searches, while Thursday Boot Company had 90,500. Saint Laurent made up 72.7% of all leather jacket brand searches we track, and Thursday Boot Company accounted for 6.6%. When we asked ChatGPT and Google AI Overviews about leather jacket brands, Saint Laurent appeared in four of the five answers and Thursday Boot Company in three. Thursday Boot Company was mentioned before Saint Laurent in three out of five answers.

Among leather jacket brands worldwide in September 2026

Who do people search for more?

Saint Laurent, about 11 searches for every 1 for Thursday Boot Company

Saint Laurent 1M searchesThursday Boot Company 90.5K searches

Who does AI mention more?

Saint Laurent, mentioned in 4 of 5 answers, Thursday Boot Company in 3

Saint Laurent in 4 of 5Thursday Boot Company in 3 of 5

Who does AI recommend more?

Thursday Boot Company, named ahead of Saint Laurent in 3 of 5 answers

Thursday Boot Company first in 3Saint Laurent first in 2

Follow Saint Laurent vs Thursday Boot Company and get free monthly updates on what changed

By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy

Track your brand against a rival →

Top leather jacket brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Saint Laurent was mentioned in four out of five: in two of the three ChatGPT answers and in both Google AI Overviews. Thursday Boot Company was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Thursday Boot Company was listed before Saint Laurent in three out of five answers.

Most recommended by AI

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

  1. Schott1st
  2. AllSaints2nd
  3. Thursday Boot Company3rd
  4. Saint Laurent4th
  5. Vanson Leathers5th
  6. Buffalo Jackson Trading Co6th
  7. The Jacket Maker7th
  8. Belstaff8th
  9. Acne Studios–

Mentioned by AI

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

  • Schott5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • AllSaints5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Saint Laurent4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Thursday Boot Company3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Vanson Leathers2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Buffalo Jackson Trading Co2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • The Jacket Maker2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Belstaff1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Acne Studios0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about leather jacket brands

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 Saint Laurent or Thursday Boot Company more popular in search?

This chart shows how often people search Google for Saint Laurent and Thursday Boot Company by name. Each line represents a brand's share of searches for all nine leather jacket brands we track, month by month, from English-language searches worldwide.

Saint Laurent and Thursday Boot Company among leather jacket brands worldwide, by month

Share of searches by month for Saint Laurent, Thursday Boot Company. The figures are in the table below the chart.

View monthly share of searches table
MonthSaint LaurentBelstaffSchottThursday Boot CompanyVanson LeathersAcne StudiosAllSaintsBuffalo Jackson Trading CoThe Jacket Maker
Oct 202567.6%11.2%11.2%6.1%1.7%0.82%0.45%0.45%0.55%
Nov 202563.1%12.7%12.7%6.9%1.9%0.93%0.51%0.62%0.62%
Dec 202567.2%11.1%9.1%7.4%1.7%1%1.5%0.67%0.45%
Jan 202667.9%9.2%11.2%7.5%1.7%1%0.55%0.55%0.45%
Feb 202670%9.3%9.3%6.3%2.5%1%0.69%0.46%0.37%
Mar 202674.4%8.2%8.2%4.5%2.2%1.1%0.74%0.33%0.4%
Apr 202677%7%7%4.7%1.5%1.1%0.93%0.34%0.42%
May 202676.7%6.9%6.9%4.6%1.8%1.1%1.1%0.34%0.34%
Jun 202676.4%8.4%6.9%3.8%1.8%1.1%0.92%0.33%0.41%
Jul 202681.8%5%6.1%3.3%1.3%1.2%0.66%0.29%0.36%
Aug 202678.8%5.8%5.8%4.8%2.3%1.2%0.52%0.43%0.35%
Sep 202672.7%8%8%6.6%2.2%1.3%0.39%0.39%0.39%

How has the Saint Laurent and Thursday Boot Company comparison changed over the last 12 months?

3 findings

How did search popularity change for leather jacket brands worldwide in September 2026?

2 changes

  1. In September 2026, Thursday Boot Company gained share of searches among leather jacket brands worldwide, from 4.8% to 6.6%.

  2. In September 2026, Saint Laurent lost share of searches among leather jacket brands worldwide, from 78.8% to 72.7%.

How are branded searches counted?

3 search terms

Brandwave collects information about searches that people make online using Saint Laurent’s and Thursday Boot Company’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.

Saint Laurent

1 branded search term

  • saint laurent

Thursday Boot Company

2 branded search terms

  • thursday boot
  • thursday boot company

How the Brand Demand Index is measured

Other head-to-heads among leather jacket brands

Creator with pink hair and a pink jacket

Put your own brand in this comparison

Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.

Start free