Carhartt vs DNC:Which is more popular?
In September 2026, Carhartt had more branded searches than DNC among workwear brands worldwide. Carhartt had about 22,200 branded searches, while DNC had 1,600. Carhartt made up 2.9% of all workwear brand searches we track, and DNC accounted for 0.21%. When we asked ChatGPT and Google AI Overviews about workwear brands, Carhartt appeared in all five answers and DNC in none.
Who do people search for more?
Carhartt, about 14 searches for every 1 for DNC
Who does AI mention more?
Carhartt, mentioned in every answer we collected
Who does AI recommend more?
Carhartt, the only one of the two named
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Top workwear brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Carhartt appeared in all five answers. DNC 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
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
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
Ariat2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Portwest0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
DNC0 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 Carhartt or DNC more popular in search?
This chart shows how often people search Google for Carhartt and DNC by name. Each line represents a brand's share of searches for all 13 workwear brands we track, month by month, from English-language searches worldwide.
Share of searches by month for Carhartt, DNC. The figures are in the table below the chart.
View monthly share of searches table
| Month | Duluth Trading Company | Blåkläder | Portwest | TRUEWERK | Red Kap | Carhartt | Hard Yakka | Bisley | Dickies | Caterpillar | Wrangler RIGGS Workwear | DNC | Ariat |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 54.9% | 11% | 9% | 9% | 4% | 4% | 2.2% | 0.99% | 2.7% | 0.99% | 0.54% | 0.23% | 0.2% |
| Nov 2025 | 66.9% | 7.4% | 6% | 8.9% | 2.7% | 3.3% | 1.5% | 0.66% | 1.2% | 0.8% | 0.36% | 0.15% | 0.13% |
| Dec 2025 | 69.7% | 5.1% | 4.2% | 7.7% | 2.8% | 6.3% | 1% | 0.56% | 1.3% | 0.84% | 0.37% | 0.11% | 0.11% |
| Jan 2026 | 58% | 9.5% | 7.8% | 9.5% | 3.5% | 4.3% | 1.9% | 1% | 2.3% | 1% | 0.57% | 0.25% | 0.17% |
| Feb 2026 | 50% | 12.3% | 10% | 10% | 4.5% | 5.5% | 2.5% | 1.3% | 1.6% | 1.1% | 0.6% | 0.32% | 0.17% |
| Mar 2026 | 49.4% | 12.2% | 9.9% | 9.9% | 5.4% | 4.5% | 3% | 1.3% | 2% | 1.1% | 0.72% | 0.31% | 0.21% |
| Apr 2026 | 50% | 12.3% | 8.2% | 12.3% | 4.5% | 4.5% | 3% | 1.3% | 1.6% | 1.1% | 0.6% | 0.32% | 0.17% |
| May 2026 | 54.4% | 8.9% | 7.3% | 13.4% | 4% | 4% | 2.7% | 1.5% | 1.8% | 0.98% | 0.53% | 0.35% | 0.19% |
| Jun 2026 | 58.5% | 9.6% | 7.9% | 9.6% | 4.3% | 2.9% | 2.4% | 1.3% | 1.6% | 1.1% | 0.47% | 0.31% | 0.11% |
| Jul 2026 | 63% | 6.9% | 8.5% | 8.5% | 3.8% | 3.1% | 2.1% | 1.1% | 1.1% | 0.92% | 0.5% | 0.27% | 0.12% |
| Aug 2026 | 62.7% | 8.4% | 6.9% | 8.4% | 3.8% | 3.1% | 2.5% | 1.1% | 1.1% | 0.92% | 0.5% | 0.33% | 0.14% |
| Sep 2026 | 59.5% | 12% | 8% | 8% | 4.4% | 2.9% | 2% | 0.87% | 0.87% | 0.71% | 0.48% | 0.21% | 0.13% |
How has the Carhartt and DNC comparison changed over the last 12 months?
3 findings
- Carhartt was ahead of DNC in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Carhartt’s share of searches among workwear brands worldwide moved from 4% to 2.9%, and its estimated monthly branded searches moved from 33.1K to 22.2K.
- Across the 12 months ending September 2026, DNC’s share of searches among workwear brands worldwide moved from 0.23% to 0.21%, and its estimated monthly branded searches moved from 1.9K to 1.6K.
How did search popularity change for workwear brands worldwide in September 2026?
2 changes
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Carhartt’s and DNC’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
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