Brandwave

Helly Hansen vs The North Face:Which is more popular?

In September 2026, The North Face had more branded searches than Helly Hansen among waterproof jacket brands worldwide. The North Face had about 4.1 million branded searches, while Helly Hansen had 550,000. The North Face made up 34% of all waterproof jacket brand searches we track, and Helly Hansen accounted for 4.6%. When we asked ChatGPT and Google AI Overviews about waterproof jacket brands, Helly Hansen and The North Face each appeared in two of the five answers. The North Face was mentioned before Helly Hansen in two out of three answers that named either.

Among waterproof jacket brands worldwide in September 2026

Who do people search for more?

The North Face, about 7 searches for every 1 for Helly Hansen

The North Face 4.1M searchesHelly Hansen 550K searches

Who does AI mention more?

Both were mentioned in 2 of 5 answers.

Helly Hansen in 2 of 5The North Face in 2 of 5

Who does AI recommend more?

The North Face, named ahead of Helly Hansen in 2 of 3 answers

The North Face first in 2Helly Hansen first in 1

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Top waterproof jacket brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Helly Hansen was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. The North Face was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. The North Face was listed before Helly Hansen in two out of three answers that named either.

Most recommended by AI

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

  1. Patagonia1st
  2. Arc'teryx2nd
  3. Columbia3rd
  4. Outdoor Research4th
  5. Helly Hansen5th
  6. The North Face6th
  7. Rab7th
  8. Barbour–
  9. Carhartt–

Mentioned by AI

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

  • Patagonia5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Arc'teryx4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Columbia4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Outdoor Research3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • The North Face2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Helly Hansen2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Rab1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Barbour0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Carhartt0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about waterproof 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 19, 2026.

Is Helly Hansen or The North Face more popular in search?

This chart shows how often people search Google for Helly Hansen and The North Face by name. Each line represents a brand's share of searches for all nine waterproof jacket brands we track, month by month, from English-language searches worldwide.

Helly Hansen and The North Face among waterproof jacket brands worldwide, by month

Share of searches by month for The North Face, Helly Hansen. The figures are in the table below the chart.

View monthly share of searches table
MonthThe North FacePatagoniaArc'teryxBarbourHelly HansenCarharttRabColumbiaOutdoor Research
Oct 202537.7%23%15.4%10.3%4.6%4.6%1.7%2.1%0.51%
Nov 202542.7%19.2%15.7%7%4.7%5.8%1.4%2.9%0.52%
Dec 202540%18%18%8.1%4.4%6.6%1.3%3.1%0.59%
Jan 202639.4%21.7%17.8%6.5%5.3%4.4%2%2.5%0.58%
Feb 202637.5%25.2%16.8%6.2%5.1%3.4%2.8%2.3%0.83%
Mar 202633.2%29.7%16.2%8.9%4%2.7%2.7%2%0.66%
Apr 202630.5%30.7%16.8%9.2%4.1%2.3%3.4%2.2%0.83%
May 202635.4%29.1%15.9%7.1%4.8%1.8%3.2%2%0.79%
Jun 202632%32.3%17.7%5.3%4.3%1.9%3.5%2%0.87%
Jul 202636.3%29.9%16.4%4.9%4%1.8%4%1.9%0.81%
Aug 202635.2%26.3%17.6%7.9%4.3%2.4%3.5%2%0.71%
Sep 202634%22.9%18.7%10.2%4.6%3.8%3.1%2%0.62%

How has the Helly Hansen and The North Face comparison changed over the last 12 months?

3 findings

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

2 changes

  1. In September 2026, The North Face lost share of searches among waterproof jacket brands worldwide, from 35.2% to 34%.

  2. Estimated monthly branded searches for Helly Hansen worldwide fell 33.2% over 12 measured months, from 823K to 550K in September 2026.

How are branded searches counted?

4 search terms

Brandwave collects information about searches that people make online using Helly Hansen’s and The North Face’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.

Helly Hansen

1 branded search term

  • hellyhansen

The North Face

3 branded search terms

  • north face
  • the north face
  • thenorthface

How the Brand Demand Index is measured

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