--- title: "Softshell jacket brands: Which are searched most?" description: "Compare the softshell jacket brands people buy. Share of Search among Carhartt, Columbia and Mammut, the softshell jacket brands Brandwave compares worldwide, using the same methodology, market, and reporting period. 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/softshell-jacket-brands" publisher: "Brandwave" --- # Softshell jacket brands: Which are searched most? Compare the softshell jacket brands people buy. Share of Search among Carhartt, Columbia and Mammut, the softshell jacket brands Brandwave compares worldwide, using the same methodology, market, and reporting period. 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 - **Competitive set**: Softshell jacket brands - **Market**: Global - **Brands compared**: 3 - **Month measured**: Sep 2026 - **Highest Share of Search**: Carhartt, 63.2% ## Which brand is most popular in search among softshell jacket brands worldwide? - In September 2026, Carhartt was the most searched among softshell jacket brands worldwide, with an estimated 450K branded searches and 63.2% estimated Share of Search within this set. - Columbia is in 2nd place, 28.8 percentage points behind at 34.4% Share of Search. - Across the 12 months ending September 2026, Carhartt’s estimated Share of Search among softshell jacket brands worldwide decreased from 68.1% to 63.2%. - Across the 12 months ending September 2026, Columbia’s estimated Share of Search among softshell jacket brands worldwide increased from 30.3% to 34.4%. - Across the 12 months ending September 2026, Mammut’s estimated Share of Search among softshell jacket brands worldwide increased from 1.6% to 2.4%. - Across the 12 months ending September 2026, Carhartt’s estimated Share of Search among softshell jacket brands worldwide peaked at 68.1% in October 2025 and was lowest at 45.6% in May 2026. - Across the 12 months ending September 2026, Columbia’s estimated Share of Search among softshell jacket brands worldwide peaked at 50.9% in May 2026 and was lowest at 30.3% in October 2025. - Across the 12 months ending September 2026, Mammut’s estimated Share of Search among softshell jacket brands worldwide peaked at 3.5% in May 2026 and was lowest at 0.99% in December 2025. ## Compare search popularity between leading brands - [Carhartt vs Columbia: compare search popularity](/demand/global-en/compare/carhartt-vs-columbia): 63.2% against 34.4% Share of Search. - [Carhartt vs Mammut: compare search popularity](/demand/global-en/compare/carhartt-vs-mammut): 63.2% against 2.4% Share of Search. - [Columbia vs Mammut: compare search popularity](/demand/global-en/compare/columbia-vs-mammut): 34.4% against 2.4% Share of Search. ## How did search popularity change for softshell jacket brands worldwide in September 2026? - In September 2026, Carhartt gained estimated Share of Search among softshell jacket brands worldwide, from 52.4% to 63.2%. - In September 2026, Columbia lost estimated Share of Search among softshell jacket brands worldwide, from 44.6% to 34.4%. - In September 2026, Mammut lost estimated Share of Search among softshell jacket brands worldwide, from 3% to 2.4%. ## Share of Search ranking | Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by | | --- | --- | --- | --- | --- | --- | | 1 | Carhartt | 63.2% | 450K | +82.9% | Carhartt | | 2 | Columbia | 34.4% | 245K | +17.2% | Columbia | | 3 | Mammut | 2.4% | 17.2K | +22.0% | Mammut | ## Historical estimated branded-search demand | Month | Brand | Estimated monthly branded searches | Share of Search | Rank | | --- | --- | --- | --- | --- | | Oct 2025 | Carhartt | 823K | 68.1% | 1 | | Oct 2025 | Columbia | 366K | 30.3% | 2 | | Oct 2025 | Mammut | 19.3K | 1.6% | 3 | | Nov 2025 | Carhartt | 1.5M | 65.8% | 1 | | Nov 2025 | Columbia | 751K | 33% | 2 | | Nov 2025 | Mammut | 27K | 1.2% | 3 | | Dec 2025 | Carhartt | 1.5M | 67.6% | 1 | | Dec 2025 | Columbia | 696K | 31.4% | 2 | | Dec 2025 | Mammut | 22K | 0.99% | 3 | | Jan 2026 | Carhartt | 823K | 62.7% | 1 | | Jan 2026 | Columbia | 466K | 35.5% | 2 | | Jan 2026 | Mammut | 22.9K | 1.7% | 3 | | Feb 2026 | Carhartt | 450K | 58.5% | 1 | | Feb 2026 | Columbia | 300K | 39% | 2 | | Feb 2026 | Mammut | 19.6K | 2.5% | 3 | | Mar 2026 | Carhartt | 301K | 56.1% | 1 | | Mar 2026 | Columbia | 220K | 41% | 2 | | Mar 2026 | Mammut | 15.3K | 2.9% | 3 | | Apr 2026 | Carhartt | 201K | 48.3% | 1 | | Apr 2026 | Columbia | 201K | 48.2% | 2 | | Apr 2026 | Mammut | 14.4K | 3.5% | 3 | | May 2026 | Columbia | 184K | 50.9% | 1 | | May 2026 | Carhartt | 165K | 45.6% | 2 | | May 2026 | Mammut | 12.8K | 3.5% | 3 | | Jun 2026 | Columbia | 171K | 49.1% | 1 | | Jun 2026 | Carhartt | 165K | 47.5% | 2 | | Jun 2026 | Mammut | 12K | 3.5% | 3 | | Jul 2026 | Columbia | 171K | 49.1% | 1 | | Jul 2026 | Carhartt | 165K | 47.5% | 2 | | Jul 2026 | Mammut | 12K | 3.5% | 3 | | Aug 2026 | Carhartt | 246K | 52.4% | 1 | | Aug 2026 | Columbia | 209K | 44.6% | 2 | | Aug 2026 | Mammut | 14.1K | 3% | 3 | | Sep 2026 | Carhartt | 450K | 63.2% | 1 | | Sep 2026 | Columbia | 245K | 34.4% | 2 | | Sep 2026 | Mammut | 17.2K | 2.4% | 3 | ## What is being compared - **Carhartt**: Measured on the search term “carhartt jacket”. - **Columbia**: Measured on the search terms “columbia jacket” and “columbia sportswear”, summed into one figure. - **Mammut**: Measured on the search terms “mammut climbing harness”, “mammut harness”, “mammut jacket” and “mammut softshell”, summed into one figure. - [Carhartt](/demand/global-en/brands/carhartt) - [Columbia](/demand/global-en/brands/columbia) - [Mammut](/demand/global-en/brands/mammut) ## Methodology - [How is branded search demand measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### Which brand is most popular in search among softshell jacket brands worldwide? In September 2026, Carhartt was the most searched among softshell jacket brands worldwide, with an estimated 450K branded searches and 63.2% estimated Share of Search within this set. These are worldwide searches for English-language branded terms. ## Cite this page Brandwave. "Softshell jacket brands: Which are searched most?". https://gobrandwave.com/demand/global-en/categories/softshell-jacket-brands This page is also available as HTML at https://gobrandwave.com/demand/global-en/categories/softshell-jacket-brands. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.