Barbour vs Stüssy:Which is more popular?
In September 2026, Stüssy had more branded searches than Barbour among bucket hat brands worldwide. Stüssy had about 1.8 million branded searches, while Barbour had 1.2 million. Stüssy made up 50.7% of all bucket hat brand searches we track, and Barbour accounted for 33.8%. When we asked ChatGPT and Google AI Overviews about bucket hat brands, Stüssy appeared in three of the five answers and Barbour in none.
Who do people search for more?
Stüssy, about 50% more searches than Barbour
Who does AI mention more?
Stüssy, mentioned in 3 of 5 answers, Barbour in 0
Who does AI recommend more?
Stüssy, the only one of the two named
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Top bucket hat brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Stüssy was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Barbour 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.
- Stüssy3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Kangol3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Carhartt2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Barbour0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Billabong0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about bucket hat brands
5 answers
Asked ChatGPT
“Which bucket hat brand should I buy?”
Asked ChatGPT
“What are the best bucket hat brands?”
Asked ChatGPT
“What's the best bucket hat brand for sun protection?”
Searched Google, AI Overview
“bucket hat brands”
Searched Google, AI Overview
“best bucket hat”
Brands are shown in the order each answer named them. The survey took place in the United States on October 20, 2026.
Is Barbour or Stüssy more popular in search?
This chart shows how often people search Google for Barbour and Stüssy by name. Each line represents a brand's share of searches for all five bucket hat brands we track, month by month, from English-language searches worldwide.
Share of searches by month for Stüssy, Barbour. The figures are in the table below the chart.
View monthly share of searches table
| Month | Stüssy | Barbour | Billabong | Kangol | Carhartt |
|---|---|---|---|---|---|
| Oct 2025 | 48.1% | 39.3% | 9.7% | 2.9% | 0.05% |
| Nov 2025 | 47.1% | 38.5% | 11.6% | 2.8% | 0.05% |
| Dec 2025 | 46.8% | 38.2% | 11.5% | 3.4% | 0.06% |
| Jan 2026 | 49% | 32.6% | 14.7% | 3.6% | 0.08% |
| Feb 2026 | 56.9% | 25.6% | 14% | 3.4% | 0.07% |
| Mar 2026 | 52% | 28.4% | 15.6% | 3.8% | 0.1% |
| Apr 2026 | 54.8% | 24.6% | 16.5% | 4% | 0.11% |
| May 2026 | 57.8% | 21.2% | 17.4% | 3.5% | 0.14% |
| Jun 2026 | 62.1% | 15.3% | 18.7% | 3.7% | 0.18% |
| Jul 2026 | 62.1% | 15.3% | 18.7% | 3.7% | 0.18% |
| Aug 2026 | 60.1% | 22.1% | 14.8% | 3% | 0.1% |
| Sep 2026 | 50.7% | 33.8% | 12.5% | 3% | 0.07% |
How has the Barbour and Stüssy comparison changed over the last 12 months?
3 findings
- Stüssy was ahead of Barbour in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Barbour’s share of searches among bucket hat brands worldwide moved from 39.3% to 33.8%, and its estimated monthly branded searches moved from 1.8M to 1.2M.
- Across the 12 months ending September 2026, Stüssy’s share of searches among bucket hat brands worldwide moved from 48.1% to 50.7%, and its estimated monthly branded searches moved from 2.2M to 1.8M.
How did search popularity change for bucket hat brands worldwide in September 2026?
2 changes
In September 2026, Barbour gained share of searches among bucket hat brands worldwide, from 22.1% to 33.8%.
In September 2026, Stüssy lost share of searches among bucket hat brands worldwide, from 60.1% to 50.7%.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Barbour’s and Stüssy’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.
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