Schott vs Thursday Boot Company:Which is more popular?
In September 2026, Schott had more branded searches than Thursday Boot Company among leather jacket brands worldwide. Schott had about 110,000 branded searches, while Thursday Boot Company had 90,500. Schott made up 28.6% of all leather jacket brand searches we track, and Thursday Boot Company accounted for 23.5%. When we asked ChatGPT and Google AI Overviews about leather jacket brands, Schott appeared in all five answers and Thursday Boot Company in three. Schott was mentioned before Thursday Boot Company in every answer.
Who do people search for more?
Schott, about 22% more searches than Thursday Boot Company
Who does AI mention more?
Schott, mentioned in every answer we collected
Who does AI recommend more?
Schott, named ahead of Thursday Boot Company in every answer
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Top leather jacket brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Schott appeared in all five answers. 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. Schott was listed before Thursday Boot Company in every answer.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
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
Asked ChatGPT
“Which leather jacket brand should I buy?”
Asked ChatGPT
“What are the best leather jacket brands?”
Asked ChatGPT
“What's the best leather jacket brand for everyday wear?”
Searched Google, AI Overview
“leather jacket brands”
Searched Google, AI Overview
“men's leather jacket brand”
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 Schott or Thursday Boot Company more popular in search?
This chart shows how often people search Google for Schott 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.
Share of searches by month for Schott, Thursday Boot Company. The figures are in the table below the chart.
View monthly share of searches table
| Month | Belstaff | Schott | Thursday Boot Company | Vanson Leathers | Acne Studios | Saint Laurent | AllSaints | Buffalo Jackson Trading Co | The Jacket Maker |
|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 32.9% | 32.9% | 18.1% | 5% | 2.4% | 4.4% | 1.3% | 1.3% | 1.6% |
| Nov 2025 | 33.1% | 33.1% | 18.1% | 5.1% | 2.4% | 3.7% | 1.3% | 1.6% | 1.6% |
| Dec 2025 | 32.7% | 26.9% | 22% | 4.9% | 2.9% | 2.9% | 4.4% | 2% | 1.3% |
| Jan 2026 | 27.7% | 33.8% | 22.6% | 5.1% | 3% | 3% | 1.7% | 1.7% | 1.4% |
| Feb 2026 | 30.1% | 30.1% | 20.2% | 8.1% | 3.3% | 3.3% | 2.2% | 1.5% | 1.2% |
| Mar 2026 | 30.6% | 30.6% | 16.8% | 8.2% | 4.1% | 4.1% | 2.8% | 1.2% | 1.5% |
| Apr 2026 | 29.4% | 29.4% | 19.6% | 6.5% | 4.8% | 3.2% | 3.9% | 1.4% | 1.8% |
| May 2026 | 29.1% | 29.1% | 19.5% | 7.8% | 4.8% | 2.1% | 4.8% | 1.4% | 1.4% |
| Jun 2026 | 34.8% | 28.5% | 15.6% | 7.6% | 4.7% | 2.1% | 3.8% | 1.4% | 1.7% |
| Jul 2026 | 26.6% | 32.5% | 17.8% | 7.1% | 6.5% | 2.4% | 3.6% | 1.6% | 1.9% |
| Aug 2026 | 26.7% | 26.7% | 21.8% | 10.6% | 5.3% | 2.9% | 2.4% | 1.9% | 1.6% |
| Sep 2026 | 28.6% | 28.6% | 23.5% | 7.8% | 4.7% | 2.6% | 1.4% | 1.4% | 1.4% |
How has the Schott and Thursday Boot Company comparison changed over the last 12 months?
3 findings
- Schott was ahead of Thursday Boot Company in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Schott’s share of searches among leather jacket brands worldwide moved from 32.9% to 28.6%, and its estimated monthly branded searches moved from 165K to 110K.
- Across the 12 months ending September 2026, Thursday Boot Company’s share of searches among leather jacket brands worldwide moved from 18.1% to 23.5%, and its estimated monthly branded searches held steady at 90.5K.
How did search popularity change for leather jacket brands worldwide in September 2026?
2 changes
In September 2026, Schott gained share of searches among leather jacket brands worldwide, from 26.7% to 28.6%.
In September 2026, Thursday Boot Company gained share of searches among leather jacket brands worldwide, from 21.8% to 23.5%.
How are branded searches counted?
3 search terms
Brandwave collects information about searches that people make online using Schott’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.
Schott
1 branded search term
- schott
Thursday Boot Company
2 branded search terms
- thursday boot
- thursday boot company
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