--- title: "Carhartt vs Duluth Trading Company: Which is searched more?" description: "Is Carhartt or Duluth Trading Company more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Work shirts 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-shirts-brands/compare/carhartt-vs-duluth-trading-company" publisher: "Brandwave" --- # Carhartt vs Duluth Trading Company: Which is searched more? Is Carhartt or Duluth Trading Company more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Work shirts 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**: Carhartt and Duluth Trading Company - **Competitive set**: Work shirts brands - **Market**: Global - **Month measured**: Sep 2026 - **Carhartt Share of Search**: 0.84% - **Duluth Trading Company Share of Search**: 85.7% ## Is Carhartt or Duluth Trading Company more popular in search? - 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%. - 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. ## 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. 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 | | --- | --- | --- | --- | --- | | Dickies | 1st | 3 of 3 | 2 of 2 | 5 of 5 | | Carhartt | 2nd | 3 of 3 | 1 of 2 | 4 of 5 | | Red Kap | 3rd | 2 of 3 | 2 of 2 | 4 of 5 | | Duluth Trading Company | 4th | 3 of 3 | 0 of 2 | 3 of 5 | | Gildan | 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 shirts brands - Asked ChatGPT "Which work shirts brand should I buy?": 1. Carhartt, 2. Dickies, 3. Red Kap, 4. Duluth Trading Company - Asked ChatGPT "What are the best work shirts brands?": 1. Carhartt, 2. Duluth Trading Company, 3. Dickies, 4. Red Kap - Asked ChatGPT "What's the best work shirts brand for hard-wearing daily wear?": 1. Carhartt, 2. Dickies, 3. Duluth Trading Company - Searched Google, AI Overview "best work shirts": 1. Dickies, 2. Red Kap, 3. Carhartt - Searched Google, AI Overview "durable work shirts": 1. Dickies, 2. Red Kap Not named in any answer: Gildan 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 shirts brands worldwide in September 2026? - Estimated monthly branded searches for Carhartt worldwide fell 18.5% over 12 measured months, from 5.4K to 4.4K in September 2026. ## Month by month | Month | Carhartt estimated searches | Carhartt Share of Search | Carhartt rank | Duluth Trading Company estimated searches | Duluth Trading Company Share of Search | Duluth Trading Company rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 5.4K | 0.99% | 5 | 450K | 82.7% | 1 | | Nov 2025 | 5.4K | 0.6% | 5 | 823K | 91.2% | 1 | | Dec 2025 | 5.4K | 0.6% | 5 | 823K | 91.2% | 1 | | Jan 2026 | 4.4K | 0.85% | 5 | 450K | 86.9% | 1 | | Feb 2026 | 4.4K | 1.2% | 5 | 301K | 82.3% | 1 | | Mar 2026 | 5.4K | 1.4% | 5 | 301K | 79.9% | 1 | | Apr 2026 | 5.4K | 1.5% | 5 | 301K | 81.2% | 1 | | May 2026 | 5.4K | 1.2% | 5 | 368K | 83.1% | 1 | | Jun 2026 | 5.4K | 1% | 5 | 450K | 86% | 1 | | Jul 2026 | 5.4K | 1% | 5 | 450K | 87% | 1 | | Aug 2026 | 5.4K | 1% | 5 | 450K | 85.7% | 1 | | Sep 2026 | 4.4K | 0.84% | 5 | 450K | 85.7% | 1 | ## How each brand is measured 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**: Measured on the search term “carhartt work shirts”. - **Duluth Trading Company**: Measured on the search term “duluth trading company”. - [Carhartt profile](/demand/global-en/brands/carhartt) - [Duluth Trading Company profile](/demand/global-en/brands/duluth-trading-company) - [All work shirts brands worldwide](/demand/global-en/categories/work-shirts-brands): The set both shares are measured inside, 6 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 Carhartt or Duluth Trading Company more popular in search? 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%. ## Cite this page Brandwave. "Carhartt vs Duluth Trading Company: Which is searched more?". https://gobrandwave.com/demand/global-en/categories/work-shirts-brands/compare/carhartt-vs-duluth-trading-company This page is also available as HTML at https://gobrandwave.com/demand/global-en/categories/work-shirts-brands/compare/carhartt-vs-duluth-trading-company. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.