Dickies vs Duluth Trading:Which is more popular?
In September 2026, Duluth Trading had more branded searches than Dickies among work trousers brands worldwide. Duluth Trading had about 165,000 branded searches, while Dickies had 14,800. Duluth Trading made up 10.5% of all work trousers brand searches we track, and Dickies accounted for 0.94%. When we asked ChatGPT and Google AI Overviews about work trousers brands, Dickies appeared in four of the five answers and Duluth Trading in two. Dickies was mentioned before Duluth Trading in three out of four answers.
Who do people search for more?
Duluth Trading, about 11 searches for every 1 for Dickies
Who does AI mention more?
Dickies, mentioned in 4 of 5 answers, Duluth Trading in 2
Who does AI recommend more?
Dickies, named ahead of Duluth Trading in 3 of 4 answers
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Top work trousers brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Dickies was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Duluth Trading was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Dickies was listed before Duluth Trading in three out of four 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- Dickies4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Snickers Workwear3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers- Duluth Trading2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
DeWalt0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Helly Hansen0 of 5Named in 0 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
Mascot0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about work trousers brands
5 answers
Asked ChatGPT
“Which work trousers brand should I buy?”
Asked ChatGPT
“What are the best work trousers brands?”
Asked ChatGPT
“What's the best work trousers brand for tough all day wear?”
Searched Google, AI Overview
“best work trousers”
Searched Google, AI Overview
“durable work trousers”
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 Dickies or Duluth Trading more popular in search?
This chart shows how often people search Google for Dickies and Duluth Trading by name. Each line represents a brand's share of searches for all eight work trousers brands we track, month by month, from English-language searches worldwide.
Share of searches by month for Duluth Trading, Dickies. The figures are in the table below the chart.
View monthly share of searches table
| Month | DeWalt | Helly Hansen | Duluth Trading | Portwest | Snickers Workwear | Mascot | Carhartt | Dickies |
|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 32.1% | 39.3% | 17.6% | 3.5% | 3.5% | 1.6% | 0.86% | 1.6% |
| Nov 2025 | 27.9% | 41.4% | 22.8% | 2.5% | 2.5% | 1.4% | 0.75% | 0.75% |
| Dec 2025 | 30.7% | 37.3% | 25.1% | 1.8% | 2.3% | 1% | 1% | 0.83% |
| Jan 2026 | 30.3% | 45% | 16.5% | 2.7% | 2.7% | 1% | 1% | 0.81% |
| Feb 2026 | 38.1% | 38.1% | 13.9% | 3.4% | 3.4% | 1.3% | 1% | 0.84% |
| Mar 2026 | 42.1% | 28.1% | 18.8% | 3.8% | 3.8% | 1.4% | 1.1% | 0.92% |
| Apr 2026 | 44.9% | 24.5% | 20.1% | 3.3% | 4% | 1.2% | 0.99% | 0.99% |
| May 2026 | 43.9% | 29.3% | 16% | 3.2% | 3.9% | 1.4% | 1.2% | 0.96% |
| Jun 2026 | 48.1% | 26.3% | 14.4% | 4.3% | 3.5% | 1.3% | 1.3% | 0.86% |
| Jul 2026 | 43.4% | 29% | 15.8% | 4.8% | 3.2% | 1.4% | 1.4% | 0.95% |
| Aug 2026 | 46.5% | 31.1% | 11.4% | 3.4% | 3.4% | 1.5% | 1.5% | 1% |
| Sep 2026 | 42.9% | 35.1% | 10.5% | 3.9% | 3.9% | 1.7% | 1.2% | 0.94% |
How has the Dickies and Duluth Trading comparison changed over the last 12 months?
3 findings
- Duluth Trading was ahead of Dickies in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Dickies’ share of searches among work trousers brands worldwide moved from 1.6% to 0.94%, and its estimated monthly branded searches moved from 33.1K to 14.8K.
- Across the 12 months ending September 2026, Duluth Trading’s share of searches among work trousers brands worldwide moved from 17.6% to 10.5%, and its estimated monthly branded searches moved from 368K to 165K.
How did search popularity change for work trousers brands worldwide in September 2026?
2 changes
In September 2026, Duluth Trading lost share of searches among work trousers brands worldwide, from 11.4% to 10.5%.
Estimated monthly branded searches for Dickies worldwide fell 55.3% over 12 measured months, from 33.1K to 14.8K in September 2026.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Dickies’ and Duluth Trading’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.
Dickies
1 branded search term
- dickies overalls
Duluth Trading
1 branded search term
- duluth trading
Other head-to-heads among work trousers brands
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