--- title: "Carhartt vs Stetson: Which is searched more?" description: "Is Carhartt or Stetson more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Cap 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-stetson" publisher: "Brandwave" --- # Carhartt vs Stetson: Which is searched more? Is Carhartt or Stetson more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Cap 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 Stetson - **Competitive set**: Cap brands - **Market**: Global - **Month measured**: Sep 2026 - **Carhartt Share of Search**: 0.42% - **Stetson Share of Search**: 2.6% ## Is Carhartt or Stetson more popular in search? - In September 2026, Stetson had more branded searches than Carhartt among cap brands worldwide. Stetson had about 165,000 branded searches, while Carhartt had 27,100. Stetson made up 2.6% of all cap brand searches we track, and Carhartt accounted for 0.42%. - Stetson 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, Stetson’s share of searches among cap brands worldwide moved from 2.2% to 2.6%, and its estimated monthly branded searches held steady at 165K. ## Top cap brands in ChatGPT and Google AI Overviews In three ChatGPT questions and two Google AI Overviews, Carhartt appeared in all five answers. Stetson did not appear in any of the five answers. 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 | | --- | --- | --- | --- | --- | | New Era | 1st | 3 of 3 | 2 of 2 | 5 of 5 | | '47 | 2nd | 3 of 3 | 2 of 2 | 5 of 5 | | Carhartt | 3rd | 3 of 3 | 2 of 2 | 5 of 5 | | Mitchell & Ness | 4th | 1 of 3 | 2 of 2 | 3 of 5 | | Ralph Lauren | 5th | 2 of 3 | 1 of 2 | 3 of 5 | | Flexfit | 6th | 0 of 3 | 2 of 2 | 2 of 5 | | Richardson | 7th | 0 of 3 | 2 of 2 | 2 of 5 | | Stetson | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Kangol | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | ## Every AI answer about cap brands - Asked ChatGPT "Which cap brand should I buy?": 1. New Era, 2. '47, 3. Carhartt, 4. Ralph Lauren - Asked ChatGPT "What are the best cap brands?": 1. New Era, 2. '47, 3. Ralph Lauren, 4. Carhartt, 5. Mitchell & Ness - Asked ChatGPT "What's the best cap brand for everyday wear?": 1. '47, 2. New Era, 3. Carhartt - Searched Google, AI Overview "cap brands": 1. New Era, 2. '47, 3. Mitchell & Ness, 4. Carhartt, 5. Ralph Lauren, 6. Richardson, 7. Flexfit - Searched Google, AI Overview "baseball cap brands": 1. New Era, 2. '47, 3. Mitchell & Ness, 4. Carhartt, 5. Flexfit, 6. Richardson Not named in any answer: Stetson and Kangol. Brands are listed in the order each answer named them. The answers were collected in the United States on October 20, 2026. ## How did search popularity change for cap brands worldwide in September 2026? - In September 2026, Stetson lost share of searches among cap brands worldwide, from 3.1% to 2.6%. - Estimated monthly branded searches for Carhartt worldwide fell 45.3% over 12 measured months, from 49.5K to 27.1K in September 2026. ## Month by month | Month | Carhartt estimated searches | Carhartt Share of Search | Carhartt rank | Stetson estimated searches | Stetson Share of Search | Stetson rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 49.5K | 0.67% | 7 | 165K | 2.2% | 5 | | Nov 2025 | 110K | 1.2% | 7 | 201K | 2.2% | 5 | | Dec 2025 | 135K | 1.5% | 7 | 246K | 2.7% | 4 | | Jan 2026 | 60.5K | 0.78% | 7 | 201K | 2.6% | 5 | | Feb 2026 | 40.5K | 0.72% | 8 | 165K | 2.9% | 5 | | Mar 2026 | 27.1K | 0.44% | 8 | 201K | 3.3% | 5 | | Apr 2026 | 27.1K | 0.47% | 8 | 201K | 3.5% | 5 | | May 2026 | 27.1K | 0.47% | 8 | 201K | 3.5% | 5 | | Jun 2026 | 27.1K | 0.45% | 8 | 301K | 5% | 3 | | Jul 2026 | 22.2K | 0.39% | 8 | 201K | 3.5% | 5 | | Aug 2026 | 27.1K | 0.42% | 8 | 201K | 3.1% | 5 | | Sep 2026 | 27.1K | 0.42% | 8 | 165K | 2.6% | 5 | ## How each brand is measured Brandwave collects information about searches that people make online using Carhartt’s and Stetson’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 hat”. - **Stetson**: Measured on the search term “stetson”. - [Carhartt profile](/demand/global-en/brands/carhartt) - [Stetson profile](/demand/global-en/brands/stetson) - [All cap brands worldwide](/demand/global-en/categories/cap-brands): The set both shares are measured inside, 9 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 Stetson more popular in search? In September 2026, Stetson had more branded searches than Carhartt among cap brands worldwide. Stetson had about 165,000 branded searches, while Carhartt had 27,100. Stetson made up 2.6% of all cap brand searches we track, and Carhartt accounted for 0.42%. ## Cite this page Brandwave. "Carhartt vs Stetson: Which is searched more?". https://gobrandwave.com/demand/global-en/compare/carhartt-vs-stetson This page is also available as HTML at https://gobrandwave.com/demand/global-en/compare/carhartt-vs-stetson. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.