--- title: "Carhartt vs Duluth Trading Company: Which is searched more?" description: "Is Carhartt or Duluth Trading Company more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Workwear brands set worldwide. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time." canonical: "https://gobrandwave.com/demand/global-en/compare/carhartt-vs-duluth-trading-company" publisher: "Brandwave" --- # Carhartt vs Duluth Trading Company: Which is searched more? Is Carhartt or Duluth Trading Company more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Workwear brands set worldwide. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time. ## Key facts - **Compared**: Carhartt and Duluth Trading Company - **Competitive set**: Workwear brands - **Market**: Global - **Month measured**: Sep 2026 - **Carhartt Share of Search**: 1.3% - **Duluth Trading Company Share of Search**: 31.6% ## Is Carhartt or Duluth Trading Company more popular in search? - In September 2026, Duluth Trading Company had more branded searches than Carhartt among workwear brands worldwide. Duluth Trading Company had about 450,000 branded searches, while Carhartt had 18,100. Duluth Trading Company made up 31.6% of all workwear brand searches we track, and Carhartt accounted for 1.3%. - Duluth Trading Company was ahead of Carhartt 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 1.2% to 1.3%, and its estimated monthly branded searches held steady at 18.1K. - 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. ## Top workwear brands in ChatGPT and Google AI Overviews In three ChatGPT questions and two Google AI Overviews, Carhartt appeared in all five answers. Duluth Trading Company was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Carhartt was listed before Duluth Trading Company in every answer. Brands get a higher AI rank if they are mentioned earlier in the answers that list options. | Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it | | --- | --- | --- | --- | --- | | Carhartt | 1st | 3 of 3 | 2 of 2 | 5 of 5 | | Dickies | 2nd | 3 of 3 | 2 of 2 | 5 of 5 | | Duluth Trading Company | 3rd | 3 of 3 | 1 of 2 | 4 of 5 | | TRUEWERK | 4th | 2 of 3 | 2 of 2 | 4 of 5 | | Red Kap | 5th | 1 of 3 | 1 of 2 | 2 of 5 | | Ariat | 6th | 1 of 3 | 1 of 2 | 2 of 5 | | Blåkläder | 7th | 2 of 3 | 0 of 2 | 2 of 5 | | Wrangler RIGGS Workwear | 8th | 2 of 3 | 0 of 2 | 2 of 5 | | Portwest | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Hard Yakka | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Caterpillar | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Bisley | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | ## Every AI answer about workwear brands - Asked ChatGPT "Which workwear brand should I buy?": 1. Carhartt, 2. Dickies, 3. Duluth Trading Company, 4. Wrangler RIGGS Workwear - Asked ChatGPT "What are the best workwear brands?": 1. Carhartt, 2. Dickies, 3. Duluth Trading Company, 4. Red Kap, 5. TRUEWERK, 6. Ariat, 7. Blåkläder, 8. Wrangler RIGGS Workwear - Asked ChatGPT "What's the best workwear brand for tradespeople?": 1. Carhartt, 2. Duluth Trading Company, 3. Dickies, 4. Blåkläder, 5. TRUEWERK - Searched Google, AI Overview "workwear brands": 1. Carhartt, 2. Dickies, 3. Duluth Trading Company, 4. Ariat, 5. Red Kap, 6. TRUEWERK - Searched Google, AI Overview "durable workwear": 1. Carhartt, 2. TRUEWERK, 3. Dickies Not named in any answer: Portwest, Hard Yakka, Caterpillar and Bisley. Brands are listed in the order each answer named them. The answers were collected in the United States on October 21, 2026. ## How did search popularity change for workwear brands worldwide in September 2026? - In September 2026, Duluth Trading Company lost share of searches among workwear brands worldwide, from 32.5% to 31.6%. ## Month by month | Month | Carhartt estimated searches | Carhartt Share of Search | Carhartt rank | Duluth Trading Company estimated searches | Duluth Trading Company Share of Search | Duluth Trading Company rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 18.1K | 1.2% | 8 | 450K | 30.5% | 2 | | Nov 2025 | 22.2K | 1% | 7 | 823K | 37.3% | 2 | | Dec 2025 | 27.1K | 1.3% | 7 | 823K | 38.6% | 2 | | Jan 2026 | 22.2K | 1.6% | 7 | 450K | 31.5% | 2 | | Feb 2026 | 18.1K | 1.6% | 7 | 301K | 26.6% | 2 | | Mar 2026 | 18.1K | 1.4% | 7 | 301K | 23.8% | 2 | | Apr 2026 | 14.8K | 1.2% | 8 | 301K | 23.9% | 2 | | May 2026 | 18.1K | 1.4% | 7 | 368K | 27.7% | 2 | | Jun 2026 | 18.1K | 1.3% | 7 | 450K | 31.6% | 2 | | Jul 2026 | 18.1K | 1.4% | 7 | 450K | 35.9% | 2 | | Aug 2026 | 22.2K | 1.6% | 7 | 450K | 32.5% | 2 | | Sep 2026 | 18.1K | 1.3% | 7 | 450K | 31.6% | 2 | ## How each brand is measured Brandwave collects information about searches that people make online using Carhartt’s and Duluth Trading Company’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. - **Carhartt**: Measured on the search term “carhartt bag”. - **Duluth Trading Company**: Measured on the search term “duluth trading company”. - [Carhartt profile](/demand/global-en/brands/carhartt) - [Duluth Trading Company profile](/demand/global-en/brands/duluth-trading-company) - [All workwear brands worldwide](/demand/global-en/categories/workwear-brands): The set both shares are measured inside, 12 brands. ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### Is Carhartt or Duluth Trading Company more popular in search? In September 2026, Duluth Trading Company had more branded searches than Carhartt among workwear brands worldwide. Duluth Trading Company had about 450,000 branded searches, while Carhartt had 18,100. Duluth Trading Company made up 31.6% of all workwear brand searches we track, and Carhartt accounted for 1.3%. ## Cite this page Brandwave. "Carhartt vs Duluth Trading Company: Which is searched more?". https://gobrandwave.com/demand/global-en/compare/carhartt-vs-duluth-trading-company This page is also available as HTML at https://gobrandwave.com/demand/global-en/compare/carhartt-vs-duluth-trading-company. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.