Carhartt vs Duluth Trading Company:Which is more popular?
In September 2026, Duluth Trading Company had more branded searches than Carhartt among work shirts brands worldwide. Duluth Trading Company had about 450,000 branded searches, while Carhartt had 4,400. Duluth Trading Company made up 85.7% of all work shirts brand searches we track, and Carhartt accounted for 0.84%. When we asked ChatGPT and Google AI Overviews about work shirts brands, Carhartt appeared in four of the five answers and Duluth Trading Company in three. Carhartt was mentioned before Duluth Trading Company in every answer that named either.
Who do people search for more?
Duluth Trading Company, about 102 searches for every 1 for Carhartt
Who does AI mention more?
Carhartt, mentioned in 4 of 5 answers, Duluth Trading Company in 3
Who does AI recommend more?
Carhartt, named ahead of Duluth Trading Company in 4 of 4 answers
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Top work shirts brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Carhartt was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Duluth Trading Company 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 Company in every answer that named either.
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.
Dickies5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Red Kap4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers- Carhartt4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Duluth Trading Company3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Gildan0 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 shirts brands
5 answers
Asked ChatGPT
“Which work shirts brand should I buy?”
Asked ChatGPT
“What are the best work shirts brands?”
Asked ChatGPT
“What's the best work shirts brand for hard-wearing daily wear?”
Searched Google, AI Overview
“best work shirts”
Searched Google, AI Overview
“durable work shirts”
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 Company more popular in search?
This chart shows how often people search Google for Carhartt and Duluth Trading Company by name. Each line represents a brand's share of searches for all six work shirts brands we track, month by month, from English-language searches worldwide.
Share of searches by month for Duluth Trading Company, Carhartt. The figures are in the table below the chart.
View monthly share of searches table
| Month | Duluth Trading Company | Red Kap | Gildan | Dickies | Carhartt | Bisley |
|---|---|---|---|---|---|---|
| Oct 2025 | 82.7% | 6.1% | 4.1% | 6.1% | 0.99% | 0.07% |
| Nov 2025 | 91.2% | 3.7% | 2% | 2.5% | 0.6% | 0.04% |
| Dec 2025 | 91.2% | 3.7% | 2% | 2.5% | 0.6% | 0.03% |
| Jan 2026 | 86.9% | 5.2% | 3.5% | 3.5% | 0.85% | 0.06% |
| Feb 2026 | 82.3% | 7.4% | 4.9% | 4% | 1.2% | 0.11% |
| Mar 2026 | 79.9% | 8.8% | 5.9% | 3.9% | 1.4% | 0.1% |
| Apr 2026 | 81.2% | 7.3% | 6% | 4% | 1.5% | 0.11% |
| May 2026 | 83.1% | 6.1% | 6.1% | 3.3% | 1.2% | 0.11% |
| Jun 2026 | 86% | 6.3% | 4.2% | 2.3% | 1% | 0.09% |
| Jul 2026 | 87% | 5.2% | 4.3% | 2.3% | 1% | 0.09% |
| Aug 2026 | 85.7% | 5.2% | 5.2% | 2.8% | 1% | 0.07% |
| Sep 2026 | 85.7% | 6.3% | 4.2% | 2.8% | 0.84% | 0.07% |
How has the Carhartt and Duluth Trading Company comparison changed over the last 12 months?
3 findings
- Duluth Trading Company 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 shirts brands worldwide moved from 0.99% to 0.84%, and its estimated monthly branded searches moved from 5.4K to 4.4K.
- Across the 12 months ending September 2026, Duluth Trading Company’s share of searches among work shirts brands worldwide moved from 82.7% to 85.7%, and its estimated monthly branded searches held steady at 450K.
How did search popularity change for work shirts brands worldwide in September 2026?
1 change
Estimated monthly branded searches for Carhartt worldwide fell 18.5% over 12 measured months, from 5.4K to 4.4K 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 Company’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 shirts
Duluth Trading Company
1 branded search term
- duluth trading company
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