Duluth Trading vs Helly Hansen:Which is more popular?
In September 2026, Helly Hansen had more branded searches than Duluth Trading among work trousers brands worldwide. Helly Hansen had about 550,000 branded searches, while Duluth Trading had 165,000. Helly Hansen made up 35.1% of all work trousers brand searches we track, and Duluth Trading accounted for 10.5%. When we asked ChatGPT and Google AI Overviews about work trousers brands, Duluth Trading appeared in two of the five answers and Helly Hansen in none.
Who do people search for more?
Helly Hansen, about 3 searches for every 1 for Duluth Trading
Who does AI mention more?
Duluth Trading, mentioned in 2 of 5 answers, Helly Hansen in 0
Who does AI recommend more?
Duluth Trading, the only one of the two named
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Top work trousers brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Duluth Trading was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Helly Hansen did not appear in any of the five 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
Dickies4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Snickers Workwear3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers- Duluth Trading2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
DeWalt0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers- Helly Hansen0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Portwest0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Mascot0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about work trousers brands
5 answers
Asked ChatGPT
“Which work trousers brand should I buy?”
Asked ChatGPT
“What are the best work trousers brands?”
Asked ChatGPT
“What's the best work trousers brand for tough all day wear?”
Searched Google, AI Overview
“best work trousers”
Searched Google, AI Overview
“durable work trousers”
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 Duluth Trading or Helly Hansen more popular in search?
This chart shows how often people search Google for Duluth Trading and Helly Hansen by name. Each line represents a brand's share of searches for all eight work trousers brands we track, month by month, from English-language searches worldwide.
Share of searches by month for Helly Hansen, Duluth Trading. The figures are in the table below the chart.
View monthly share of searches table
| Month | DeWalt | Helly Hansen | Duluth Trading | Portwest | Snickers Workwear | Mascot | Carhartt | Dickies |
|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 32.1% | 39.3% | 17.6% | 3.5% | 3.5% | 1.6% | 0.86% | 1.6% |
| Nov 2025 | 27.9% | 41.4% | 22.8% | 2.5% | 2.5% | 1.4% | 0.75% | 0.75% |
| Dec 2025 | 30.7% | 37.3% | 25.1% | 1.8% | 2.3% | 1% | 1% | 0.83% |
| Jan 2026 | 30.3% | 45% | 16.5% | 2.7% | 2.7% | 1% | 1% | 0.81% |
| Feb 2026 | 38.1% | 38.1% | 13.9% | 3.4% | 3.4% | 1.3% | 1% | 0.84% |
| Mar 2026 | 42.1% | 28.1% | 18.8% | 3.8% | 3.8% | 1.4% | 1.1% | 0.92% |
| Apr 2026 | 44.9% | 24.5% | 20.1% | 3.3% | 4% | 1.2% | 0.99% | 0.99% |
| May 2026 | 43.9% | 29.3% | 16% | 3.2% | 3.9% | 1.4% | 1.2% | 0.96% |
| Jun 2026 | 48.1% | 26.3% | 14.4% | 4.3% | 3.5% | 1.3% | 1.3% | 0.86% |
| Jul 2026 | 43.4% | 29% | 15.8% | 4.8% | 3.2% | 1.4% | 1.4% | 0.95% |
| Aug 2026 | 46.5% | 31.1% | 11.4% | 3.4% | 3.4% | 1.5% | 1.5% | 1% |
| Sep 2026 | 42.9% | 35.1% | 10.5% | 3.9% | 3.9% | 1.7% | 1.2% | 0.94% |
How has the Duluth Trading and Helly Hansen comparison changed over the last 12 months?
3 findings
- Helly Hansen was ahead of Duluth Trading in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Duluth Trading’s share of searches among work trousers brands worldwide moved from 17.6% to 10.5%, and its estimated monthly branded searches moved from 368K to 165K.
- Across the 12 months ending September 2026, Helly Hansen’s share of searches among work trousers brands worldwide moved from 39.3% to 35.1%, and its estimated monthly branded searches moved from 823K to 550K.
How did search popularity change for work trousers brands worldwide in September 2026?
2 changes
In September 2026, Helly Hansen gained share of searches among work trousers brands worldwide, from 31.1% to 35.1%.
In September 2026, Duluth Trading lost share of searches among work trousers brands worldwide, from 11.4% to 10.5%.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Duluth Trading’s and Helly Hansen’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.
Duluth Trading
1 branded search term
- duluth trading
Helly Hansen
1 branded search term
- hellyhansen
Other head-to-heads among work trousers brands
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