Blåkläder vs TRUEWERK:Which is more popular?
In September 2026, Blåkläder had more branded searches than TRUEWERK among workwear brands worldwide. Blåkläder had about 90,500 branded searches, while TRUEWERK had 60,500. Blåkläder made up 6.4% of all workwear brand searches we track, and TRUEWERK accounted for 4.2%. When we asked ChatGPT and Google AI Overviews about workwear brands, TRUEWERK appeared in four of the five answers and Blåkläder in two. TRUEWERK was mentioned before Blåkläder in three out of four answers that named either.
Who do people search for more?
Blåkläder, about 50% more searches than TRUEWERK
Who does AI mention more?
TRUEWERK, mentioned in 4 of 5 answers, Blåkläder in 2
Who does AI recommend more?
TRUEWERK, named ahead of Blåkläder in 3 of 4 answers
Follow Blåkläder vs TRUEWERK and get free monthly updates on what changed
By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy
Top workwear brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and 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. Blåkläder was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. TRUEWERK was listed before Blåkläder in three out of four answers 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.
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 Blåkläder or TRUEWERK more popular in search?
This chart shows how often people search Google for Blåkläder 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 Blåkläder, 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 Blåkläder and TRUEWERK comparison changed over the last 12 months?
3 findings
- The lead changed hands 4 times in the 12 months ending September 2026: TRUEWERK took it in November 2025, Blåkläder took it in February 2026, TRUEWERK took it in May 2026, Blåkläder took it in September 2026.
- Across the 12 months ending September 2026, Blåkläder’s share of searches among workwear brands worldwide moved from 6.1% to 6.4%, and its estimated monthly branded searches held steady at 90.5K.
- 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, Blåkläder gained share of searches among workwear brands worldwide, from 4.4% to 6.4%.
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 Blåkläder’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.
Other head-to-heads among workwear brands
Put your own brand in this comparison
Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.