--- title: "Dickies vs Duluth Trading: Which is searched more?" description: "Is Dickies or Duluth Trading more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Work pants brands set worldwide. 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/work-pants-brands/compare/dickies-vs-duluth-trading" publisher: "Brandwave" --- # Dickies vs Duluth Trading: Which is searched more? Is Dickies or Duluth Trading more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Work pants brands set worldwide. 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 - **Compared**: Dickies and Duluth Trading - **Competitive set**: Work pants brands - **Market**: Global - **Month measured**: Sep 2026 - **Dickies Share of Search**: 6.7% - **Duluth Trading Share of Search**: 74.9% ## Is Dickies or Duluth Trading more popular in search? - In September 2026, Duluth Trading had more branded searches than Dickies among work pants brands worldwide. Duluth Trading had about 165,000 branded searches, while Dickies had 14,800. Duluth Trading made up 74.9% of all work pants brand searches we track, and Dickies accounted for 6.7%. - Duluth Trading was ahead of Dickies in every measured month of the 12 months ending September 2026. - Across the 12 months ending September 2026, Dickies’ share of searches among work pants brands worldwide moved from 7.3% to 6.7%, and its estimated monthly branded searches moved from 33.1K to 14.8K. - 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. ## Top work pants brands in ChatGPT and Google AI Overviews In three ChatGPT questions and two Google AI Overviews, Dickies 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. Dickies was listed before Duluth Trading in three out of four answers. Brands get a higher AI rank if they are mentioned earlier in the answers that list options. | Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it | | --- | --- | --- | --- | --- | | Carhartt | 1st | 3 of 3 | 2 of 2 | 5 of 5 | | Dickies | 2nd | 3 of 3 | 2 of 2 | 5 of 5 | | Duluth Trading | 3rd | 3 of 3 | 0 of 2 | 3 of 5 | | Wrangler RIGGS Workwear | 4th | 2 of 3 | 0 of 2 | 2 of 5 | | 1620 Workwear | 5th | 2 of 3 | 0 of 2 | 2 of 5 | | Caterpillar | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Bisley | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | ## Every AI answer about work pants brands - Asked ChatGPT "Which work pants brand should I buy?": 1. Carhartt, 2. Dickies, 3. Wrangler RIGGS Workwear, 4. Duluth Trading - Asked ChatGPT "What are the best work pants brands?": 1. Carhartt, 2. Dickies, 3. Duluth Trading, 4. Wrangler RIGGS Workwear, 5. 1620 Workwear - Asked ChatGPT "What's the best work pants brand for hard wearing trousers?": 1. Duluth Trading, 2. Carhartt, 3. Dickies, 4. 1620 Workwear - Searched Google, AI Overview "best work pants": 1. Carhartt, 2. Dickies - Searched Google, AI Overview "work pants for men": 1. Carhartt, 2. Dickies Not named in any answer: Caterpillar and Bisley. Brands are listed in the order each answer named them. The answers were collected in the United States on October 21, 2026. ## How did search popularity change for work pants brands worldwide in September 2026? - 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 Dickies worldwide fell 55.3% over 12 measured months, from 33.1K to 14.8K in September 2026. ## Month by month | Month | Dickies estimated searches | Dickies Share of Search | Dickies rank | Duluth Trading estimated searches | Duluth Trading Share of Search | Duluth Trading rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 33.1K | 7.3% | 2 | 368K | 81.7% | 1 | | Nov 2025 | 22.2K | 2.9% | 3 | 673K | 87.4% | 1 | | Dec 2025 | 22.2K | 2.9% | 3 | 673K | 88% | 1 | | Jan 2026 | 18.1K | 4% | 3 | 368K | 82.3% | 1 | | Feb 2026 | 14.8K | 4.8% | 3 | 246K | 79% | 1 | | Mar 2026 | 14.8K | 4% | 3 | 301K | 80.4% | 1 | | Apr 2026 | 14.8K | 4.1% | 3 | 301K | 82.6% | 1 | | May 2026 | 14.8K | 4.9% | 3 | 246K | 82.1% | 1 | | Jun 2026 | 12.1K | 4.8% | 3 | 201K | 80.5% | 1 | | Jul 2026 | 12.1K | 4.9% | 3 | 201K | 81.4% | 1 | | Aug 2026 | 14.8K | 6.8% | 3 | 165K | 75.5% | 1 | | Sep 2026 | 14.8K | 6.7% | 3 | 165K | 74.9% | 1 | ## How each brand is measured Brandwave collects information about searches that people make online using Dickies’ 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. - **Dickies**: Measured on the search term “dickies overalls”. - **Duluth Trading**: Measured on the search term “duluth trading”. - [Dickies profile](/demand/global-en/brands/dickies) - [Duluth Trading profile](/demand/global-en/brands/duluth-trading) - [All work pants brands worldwide](/demand/global-en/categories/work-pants-brands): The set both shares are measured inside, 7 brands. ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### Is Dickies or Duluth Trading more popular in search? In September 2026, Duluth Trading had more branded searches than Dickies among work pants brands worldwide. Duluth Trading had about 165,000 branded searches, while Dickies had 14,800. Duluth Trading made up 74.9% of all work pants brand searches we track, and Dickies accounted for 6.7%. ## Cite this page Brandwave. "Dickies vs Duluth Trading: Which is searched more?". https://gobrandwave.com/demand/global-en/categories/work-pants-brands/compare/dickies-vs-duluth-trading This page is also available as HTML at https://gobrandwave.com/demand/global-en/categories/work-pants-brands/compare/dickies-vs-duluth-trading. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.