Carhartt vs Duluth Trading:Which is more popular?
In September 2026, Duluth Trading had more branded searches than Carhartt among work pants brands worldwide. Duluth Trading had about 165,000 branded searches, while Carhartt had 22,200. Duluth Trading made up 74.9% of all work pants brand searches we track, and Carhartt accounted for 10.1%. When we asked ChatGPT and Google AI Overviews about work pants brands, Carhartt appeared in all five answers and Duluth Trading in three. Carhartt was mentioned before Duluth Trading in three out of four answers.
Who do people search for more?
Duluth Trading, about 7 searches for every 1 for Carhartt
Who does AI mention more?
Carhartt, mentioned in every answer we collected
Who does AI recommend more?
Carhartt, named ahead of Duluth Trading in 3 of 4 answers
Follow Carhartt vs Duluth Trading and get free monthly updates on what changed
By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy
Top work pants brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Carhartt appeared in all five answers. Duluth Trading was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. Carhartt was listed before Duluth Trading in three out of four answers.
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.
- Carhartt5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Dickies5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers- Duluth Trading3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- 1620 Workwear2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Wrangler RIGGS Workwear2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Caterpillar0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Bisley0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about work pants brands
5 answers
Asked ChatGPT
“Which work pants brand should I buy?”
Asked ChatGPT
“What are the best work pants brands?”
Asked ChatGPT
“What's the best work pants brand for hard wearing trousers?”
Searched Google, AI Overview
“best work pants”
Searched Google, AI Overview
“work pants for men”
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 Carhartt or Duluth Trading more popular in search?
This chart shows how often people search Google for Carhartt and Duluth Trading by name. Each line represents a brand's share of searches for all seven work pants brands we track, month by month, from English-language searches worldwide.
Share of searches by month for Duluth Trading, Carhartt. The figures are in the table below the chart.
View monthly share of searches table
| Month | Duluth Trading | Carhartt | Dickies | 1620 Workwear | Caterpillar | Wrangler RIGGS Workwear | Bisley |
|---|---|---|---|---|---|---|---|
| Oct 2025 | 81.7% | 6% | 7.3% | 2.7% | 1.2% | 0.98% | 0.09% |
| Nov 2025 | 87.4% | 6.4% | 2.9% | 1.9% | 0.7% | 0.57% | 0.05% |
| Dec 2025 | 88% | 6.5% | 2.9% | 1.6% | 0.47% | 0.58% | 0.03% |
| Jan 2026 | 82.3% | 9.1% | 4% | 2.7% | 0.81% | 0.98% | 0.07% |
| Feb 2026 | 79% | 10.6% | 4.8% | 3.2% | 1.2% | 1.2% | 0.13% |
| Mar 2026 | 80.4% | 10.8% | 4% | 2.6% | 0.96% | 1.2% | 0.1% |
| Apr 2026 | 82.6% | 9.1% | 4.1% | 2.2% | 0.99% | 0.99% | 0.11% |
| May 2026 | 82.1% | 7.4% | 4.9% | 2.7% | 1.5% | 1.2% | 0.16% |
| Jun 2026 | 80.5% | 8.9% | 4.8% | 2.6% | 1.4% | 1.4% | 0.19% |
| Jul 2026 | 81.4% | 7.3% | 4.9% | 3.3% | 1.5% | 1.5% | 0.19% |
| Aug 2026 | 75.5% | 10.2% | 6.8% | 3.7% | 2% | 1.6% | 0.18% |
| Sep 2026 | 74.9% | 10.1% | 6.7% | 4.5% | 2% | 1.6% | 0.18% |
How has the Carhartt and Duluth Trading comparison changed over the last 12 months?
3 findings
- Duluth Trading was ahead of Carhartt in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Carhartt’s share of searches among work pants brands worldwide moved from 6% to 10.1%, and its estimated monthly branded searches moved from 27.1K to 22.2K.
- Across the 12 months ending September 2026, Duluth Trading’s share of searches among work pants brands worldwide moved from 81.7% to 74.9%, and its estimated monthly branded searches moved from 368K to 165K.
How did search popularity change for work pants brands worldwide in September 2026?
2 changes
In September 2026, Duluth Trading lost share of searches among work pants brands worldwide, from 75.5% to 74.9%.
Estimated monthly branded searches for Carhartt worldwide fell 18.1% over 12 measured months, from 27.1K to 22.2K in September 2026.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Carhartt’s and Duluth Trading’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
1 branded search term
- carhartt work pants
Duluth Trading
1 branded search term
- duluth trading
Other head-to-heads among work pants brands
Put your own brand in this comparison
Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.