Duluth Trading Company vs TRUEWERK:Which is more popular?
In September 2026, Duluth Trading Company had more branded searches than TRUEWERK among workwear brands worldwide. Duluth Trading Company had about 450,000 branded searches, while TRUEWERK had 60,500. Duluth Trading Company made up 31.6% of all workwear brand searches we track, and TRUEWERK accounted for 4.2%. When we asked ChatGPT and Google AI Overviews about workwear brands, Duluth Trading Company and TRUEWERK each appeared in four of the five answers. Duluth Trading Company was mentioned before TRUEWERK in four out of five answers.
Who do people search for more?
Duluth Trading Company, about 7 searches for every 1 for TRUEWERK
Who does AI mention more?
Both were mentioned in 4 of 5 answers.
Who does AI recommend more?
Duluth Trading Company, named ahead of TRUEWERK in 4 of 5 answers
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Top workwear brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Duluth Trading Company was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. TRUEWERK was mentioned in four out of five: in two of the three ChatGPT answers and in both Google AI Overviews. Duluth Trading Company was listed before TRUEWERK in four out of 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
Dickies5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers- Duluth Trading Company4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- TRUEWERK4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Ariat2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Blåkläder2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Red Kap2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers- Wrangler RIGGS Workwear2 of 5Named in 2 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
Hard Yakka0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about workwear brands
5 answers
Asked ChatGPT
“Which workwear brand should I buy?”
Asked ChatGPT
“What are the best workwear brands?”
Asked ChatGPT
“What's the best workwear brand for tradespeople?”
Searched Google, AI Overview
“workwear brands”
Searched Google, AI Overview
“durable workwear”
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 Company or TRUEWERK more popular in search?
This chart shows how often people search Google for Duluth Trading Company and TRUEWERK by name. Each line represents a brand's share of searches for all 12 workwear brands we track, month by month, from English-language searches worldwide.
Share of searches by month for Duluth Trading Company, TRUEWERK. The figures are in the table below the chart.
View monthly share of searches table
| Month | Ariat | Duluth Trading Company | Blåkläder | Portwest | TRUEWERK | Red Kap | Carhartt | Dickies | Hard Yakka | Caterpillar | Wrangler RIGGS Workwear | Bisley |
|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 45.6% | 30.5% | 6.1% | 5% | 5% | 2.2% | 1.2% | 2.2% | 1.2% | 0.55% | 0.3% | 0.03% |
| Nov 2025 | 45.3% | 37.3% | 4.1% | 3.4% | 5% | 1.5% | 1% | 1% | 0.82% | 0.45% | 0.2% | 0.02% |
| Dec 2025 | 46.9% | 38.6% | 2.8% | 2.3% | 4.2% | 1.6% | 1.3% | 1% | 0.57% | 0.46% | 0.21% | 0.01% |
| Jan 2026 | 47.2% | 31.5% | 5.2% | 4.2% | 5.2% | 1.9% | 1.6% | 1.3% | 1% | 0.57% | 0.31% | 0.02% |
| Feb 2026 | 48.6% | 26.6% | 6.5% | 5.3% | 5.3% | 2.4% | 1.6% | 1.3% | 1.3% | 0.58% | 0.32% | 0.03% |
| Mar 2026 | 53.2% | 23.8% | 5.9% | 4.8% | 4.8% | 2.6% | 1.4% | 1.2% | 1.4% | 0.52% | 0.35% | 0.03% |
| Apr 2026 | 53.5% | 23.9% | 5.9% | 3.9% | 5.9% | 2.2% | 1.2% | 1.2% | 1.4% | 0.53% | 0.29% | 0.03% |
| May 2026 | 50.6% | 27.7% | 4.5% | 3.7% | 6.8% | 2% | 1.4% | 1.1% | 1.4% | 0.5% | 0.27% | 0.04% |
| Jun 2026 | 47.2% | 31.6% | 5.2% | 4.2% | 5.2% | 2.3% | 1.3% | 0.85% | 1.3% | 0.57% | 0.25% | 0.03% |
| Jul 2026 | 43.9% | 35.9% | 3.9% | 4.8% | 4.8% | 2.2% | 1.4% | 0.97% | 1.2% | 0.53% | 0.29% | 0.04% |
| Aug 2026 | 48.5% | 32.5% | 4.4% | 3.6% | 4.4% | 2% | 1.6% | 1.1% | 1.3% | 0.48% | 0.26% | 0.03% |
| Sep 2026 | 47.2% | 31.6% | 6.4% | 4.2% | 4.2% | 2.3% | 1.3% | 1% | 1% | 0.38% | 0.25% | 0.03% |
How has the Duluth Trading Company and TRUEWERK comparison changed over the last 12 months?
3 findings
- Duluth Trading Company was ahead of TRUEWERK in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Duluth Trading Company’s share of searches among workwear brands worldwide moved from 30.5% to 31.6%, and its estimated monthly branded searches held steady at 450K.
- Across the 12 months ending September 2026, TRUEWERK’s share of searches among workwear brands worldwide moved from 5% to 4.2%, and its estimated monthly branded searches moved from 74K to 60.5K.
How did search popularity change for workwear brands worldwide in September 2026?
3 changes
In September 2026, Portwest overtook TRUEWERK to rank 4th among workwear brands worldwide, with 4.2% of the searches.
In September 2026, Duluth Trading Company lost share of searches among workwear brands worldwide, from 32.5% to 31.6%.
TRUEWERK’s share of searches among workwear brands worldwide has lost ground for 3 months in a row, from 5.2% to 4.2% in September 2026.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Duluth Trading Company’s and TRUEWERK’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 Company
1 branded search term
- duluth trading company
TRUEWERK
1 branded search term
- truewerk
Other head-to-heads among workwear brands
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