Brandwave

Soft Shell Jacket brands:Which are searched most?

In September 2026, Patagonia was the most searched among soft Shell Jacket brands worldwide, with an estimated 2.7M branded searches and 70.9% estimated Share of Search within this set. These are worldwide searches for English-language branded terms.

Share of Search, September 2026
  1. Patagonia70.9%
  2. Ariat17.4%
  3. Carhartt11.6%

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Share of SearchLeaderboard

Compare the soft shell jacket brands people buy. 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.

Share of Search among soft Shell Jacket brands worldwide, by month

Share of Search by month for Patagonia, Ariat, Carhartt. The figures are in the table below the chart.

View monthly share of search table
MonthPatagoniaAriatCarhartt
Oct 202573.2%12%14.7%
Nov 202566.7%13.3%20%
Dec 202562.1%15.2%22.8%
Jan 202673.2%12%14.7%
Feb 202677%12.6%10.3%
Mar 202677.5%15.6%7%
Apr 202675.8%18.6%5.6%
May 202676.6%18.8%4.6%
Jun 202676.6%18.8%4.6%
Jul 202679.3%15.9%4.8%
Aug 202674.9%18.4%6.7%
Sep 202670.9%17.4%11.6%

This month’s ranking, September 2026

  1. 1.Patagonia

    70.9%

    Held 1st. 2.7M estimated branded searches, 0% vs prior month. Share -4 points.

  2. 2.Ariat

    17.4%

    Held 2nd. 673K estimated branded searches, 0% vs prior month. Share -1 points.

  3. 3.Carhartt

    11.6%

    Held 3rd. 450K estimated branded searches, +82.9% vs prior month. Share +4.9 points.

Compare search popularity between leading brands

Which brand is most popular in search among soft Shell Jacket brands worldwide?

In September 2026, Patagonia was the most searched among soft Shell Jacket brands worldwide, with an estimated 2.7M branded searches and 70.9% estimated Share of Search within this set. Ariat is in 2nd place, 53.5 percentage points behind at 17.4% Share of Search.

Global soft Shell Jacket brands, last 12 months ending September 2026
BrandShare of SearchPeakLowRank
Patagonia73.2% → 70.9%79.3%Jul 202662.1%Dec 20251st
Ariat12% → 17.4%18.8%May 202612%Oct 20253rd → 2nd
Carhartt14.7% → 11.6%22.8%Dec 20254.6%May 20262nd → 3rd

Each finding as a sentence

  • Across the 12 months ending September 2026, Patagonia’s estimated Share of Search among soft Shell Jacket brands worldwide decreased from 73.2% to 70.9%.
  • Across the 12 months ending September 2026, Ariat’s estimated Share of Search among soft Shell Jacket brands worldwide increased from 12% to 17.4%.
  • Across the 12 months ending September 2026, Carhartt’s estimated Share of Search among soft Shell Jacket brands worldwide decreased from 14.7% to 11.6%.
  • Across the 12 months ending September 2026, Patagonia’s estimated Share of Search among soft Shell Jacket brands worldwide peaked at 79.3% in July 2026 and was lowest at 62.1% in December 2025.
  • Across the 12 months ending September 2026, Ariat’s estimated Share of Search among soft Shell Jacket brands worldwide peaked at 18.8% in May 2026 and was lowest at 12% in October 2025.
  • Across the 12 months ending September 2026, Carhartt’s estimated Share of Search among soft Shell Jacket brands worldwide peaked at 22.8% in December 2025 and was lowest at 4.6% in May 2026.
  • Across the 12 months ending September 2026, Ariat rose from 3rd to 2nd among soft Shell Jacket brands worldwide.
  • Across the 12 months ending September 2026, Carhartt fell from 2nd to 3rd among soft Shell Jacket brands worldwide.

How did search popularity change for soft Shell Jacket brands worldwide in September 2026?

  1. In September 2026, Carhartt gained estimated Share of Search among soft Shell Jacket brands worldwide, from 6.7% to 11.6%.

  2. In September 2026, Patagonia lost estimated Share of Search among soft Shell Jacket brands worldwide, from 74.9% to 70.9%.

  3. In September 2026, Ariat lost estimated Share of Search among soft Shell Jacket brands worldwide, from 18.4% to 17.4%.

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