Carhartt vs '47:Which is more popular?
In September 2026, '47 had more branded searches than Carhartt among cap brands worldwide. '47 had about 209,000 branded searches, while Carhartt had 27,100. '47 made up 3.3% of all cap brand searches we track, and Carhartt accounted for 0.42%. When we asked ChatGPT and Google AI Overviews about cap brands, both Carhartt and '47 appeared in all five answers. '47 was mentioned before Carhartt in every answer.
Who do people search for more?
'47, about 8 searches for every 1 for Carhartt
Who does AI mention more?
Both are mentioned in every answer we collected.
Who does AI recommend more?
'47, named ahead of Carhartt in every answer
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Top cap brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, both Carhartt and '47 showed up in all five answers. '47 was listed before Carhartt in every answer.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
New Era1st- '472nd
Carhartt3rd
Mitchell & Ness4th
Ralph Lauren5th
Flexfit6th
Richardson7th
Stetson–
Kangol–
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- New Era5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- '475 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Carhartt5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Ralph Lauren3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Mitchell & Ness3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Richardson2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Flexfit2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Stetson0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Kangol0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about cap brands
5 answers
Asked ChatGPT
“Which cap brand should I buy?”
Asked ChatGPT
“What are the best cap brands?”
Asked ChatGPT
“What's the best cap brand for everyday wear?”
Searched Google, AI Overview
“cap brands”
Searched Google, AI Overview
“baseball cap brands”
Brands are shown in the order each answer named them. The survey took place in the United States on October 20, 2026.
Is Carhartt or '47 more popular in search?
This chart shows how often people search Google for Carhartt and '47 by name. Each line represents a brand's share of searches for all nine cap brands we track, month by month, from English-language searches worldwide.
Share of searches by month for '47, Carhartt. The figures are in the table below the chart.
View monthly share of searches table
| Month | Ralph Lauren | New Era | Mitchell & Ness | '47 | Stetson | Kangol | Richardson | Carhartt | Flexfit |
|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 67.2% | 20.4% | 3.3% | 3.4% | 2.2% | 1.8% | 0.67% | 0.67% | 0.24% |
| Nov 2025 | 67.8% | 20% | 3.3% | 3.2% | 2.2% | 1.5% | 0.55% | 1.2% | 0.2% |
| Dec 2025 | 67% | 20.5% | 3.3% | 2.6% | 2.7% | 1.8% | 0.44% | 1.5% | 0.2% |
| Jan 2026 | 64.8% | 23.4% | 3.2% | 2.7% | 2.6% | 1.8% | 0.53% | 0.78% | 0.23% |
| Feb 2026 | 59.7% | 26.1% | 3.6% | 3.7% | 2.9% | 2% | 0.88% | 0.72% | 0.32% |
| Mar 2026 | 54.9% | 29.5% | 4% | 4.5% | 3.3% | 2.2% | 0.81% | 0.44% | 0.36% |
| Apr 2026 | 57.7% | 26.2% | 4.2% | 4.4% | 3.5% | 2.3% | 0.85% | 0.47% | 0.38% |
| May 2026 | 57.6% | 27.3% | 4.2% | 3.9% | 3.5% | 1.9% | 0.85% | 0.47% | 0.38% |
| Jun 2026 | 55.9% | 26.5% | 4.1% | 5% | 5% | 1.8% | 0.83% | 0.45% | 0.37% |
| Jul 2026 | 58.1% | 26.4% | 4.3% | 4.3% | 3.5% | 1.9% | 0.86% | 0.39% | 0.31% |
| Aug 2026 | 63.1% | 23.5% | 3.8% | 3.2% | 3.1% | 1.7% | 0.93% | 0.42% | 0.28% |
| Sep 2026 | 64.1% | 23% | 3.9% | 3.3% | 2.6% | 1.7% | 0.78% | 0.42% | 0.28% |
How has the Carhartt and '47 comparison changed over the last 12 months?
3 findings
- '47 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 cap brands worldwide moved from 0.67% to 0.42%, and its estimated monthly branded searches moved from 49.5K to 27.1K.
- Across the 12 months ending September 2026, '47’s share of searches among cap brands worldwide moved from 3.4% to 3.3%, and its estimated monthly branded searches moved from 256K to 209K.
How did search popularity change for cap brands worldwide in September 2026?
2 changes
How are branded searches counted?
3 search terms
Brandwave collects information about searches that people make online using Carhartt’s and '47’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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