Brandwave

Carhartt WIP vs Off-White:Which is more popular?

In September 2026, Carhartt WIP had more branded searches than Off-White among streetwear brands worldwide. Carhartt WIP had about 3 million branded searches, while Off-White had 823,000. Carhartt WIP made up 30.8% of all streetwear brand searches we track, and Off-White accounted for 8.3%. When we asked ChatGPT and Google AI Overviews about streetwear brands, Carhartt WIP appeared in four of the five answers and Off-White in two. Carhartt WIP was mentioned before Off-White in every answer.

Among streetwear brands worldwide in September 2026

Who do people search for more?

Carhartt WIP, about 4 searches for every 1 for Off-White

Carhartt WIP 3M searchesOff-White 823K searches

Who does AI mention more?

Carhartt WIP, mentioned in 4 of 5 answers, Off-White in 2

Carhartt WIP in 4 of 5Off-White in 2 of 5

Who does AI recommend more?

Carhartt WIP, named ahead of Off-White in every answer

Carhartt WIP first in 4Off-White never first

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Top streetwear brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Carhartt WIP was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Off-White was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. Carhartt WIP was listed before Off-White in every answer.

Most recommended by AI

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

  1. Stüssy1st
  2. Carhartt WIP2nd
  3. Supreme3rd
  4. Corteiz4th
  5. Fear of God Essentials5th
  6. Off-White6th
  7. Aimé Leon Dore7th
  8. Kith8th
  9. Dickies9th
  10. Champion–

Mentioned by AI

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

  • Carhartt WIP4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Stüssy4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Supreme3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Corteiz3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Off-White2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Dickies2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Aimé Leon Dore2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Fear of God Essentials2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Kith1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Champion0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about streetwear 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 19, 2026.

Is Carhartt WIP or Off-White more popular in search?

This chart shows how often people search Google for Carhartt WIP and Off-White by name. Each line represents a brand's share of searches for all ten streetwear brands we track, month by month, from English-language searches worldwide.

Carhartt WIP and Off-White among streetwear brands worldwide, by month

Share of searches by month for Carhartt WIP, Off-White. The figures are in the table below the chart.

View monthly share of searches table
MonthCarhartt WIPSupremeStüssyOff-WhiteDickiesKithCorteizAimé Leon DoreFear of God EssentialsChampion
Oct 202536.2%18.2%18.2%8.1%6.7%4.5%4.5%2.4%1.3%0.02%
Nov 202544.6%15.2%15.2%6.8%5.6%4.6%4.6%2%1.4%0.02%
Dec 202542.8%17.8%14.6%6.5%5.4%5.4%3.6%2%2%0.02%
Jan 202639%19.6%16%7.2%5.9%4.8%3.9%2.2%1.4%0.02%
Feb 202631%23.3%19%8.5%5.7%4.7%3.8%2.6%1.4%0.02%
Mar 202628%25.7%17.2%9.4%6.3%5.2%4.2%2.8%1.3%0.03%
Apr 202626.5%23.9%19.5%8.8%5.9%5.9%4.8%3.2%1.4%0.03%
May 202622.5%24.3%19.8%8.9%7.3%7.3%4.9%3.3%1.8%0.03%
Jun 202624.3%21.9%21.9%9.9%6.6%6.6%4.4%2.9%1.3%0.03%
Jul 202624.9%21.9%21.9%9.9%6.6%5.4%4.4%3.6%1.3%0.03%
Aug 202624.3%26.8%21.9%8.1%6.6%4.4%3.6%2.9%1.3%0.03%
Sep 202630.8%22.7%18.6%8.3%6.8%4.6%3.7%3.1%1.4%0.02%

How has the Carhartt WIP and Off-White comparison changed over the last 12 months?

3 findings
  • Carhartt WIP was ahead of Off-White in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Carhartt WIP’s share of searches among streetwear brands worldwide moved from 36.2% to 30.8%, and its estimated monthly branded searches moved from 4.5M to 3M.
  • Across the 12 months ending September 2026, Off-White’s share of searches among streetwear brands worldwide moved from 8.1% to 8.3%, and its estimated monthly branded searches moved from 1M to 823K.

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

2 changes

  1. In September 2026, Carhartt WIP overtook Supreme to become the leader among streetwear brands worldwide, with 30.8% of the searches.

  2. Estimated monthly branded searches for Off-White worldwide fell 17.7% over 12 measured months, from 1M to 823K in September 2026.

How are branded searches counted?

3 search terms

Brandwave collects information about searches that people make online using Carhartt WIP’s and Off-White’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.

Carhartt WIP

2 branded search terms

  • carhartt
  • carharttwip

Off-White

1 branded search term

  • off-white

How the Brand Demand Index is measured

Other head-to-heads among streetwear brands

Creator with pink hair and a pink jacket

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