DNC vs TRUEWERK:Which is more popular?
In September 2026, TRUEWERK had more branded searches than DNC among workwear brands worldwide. TRUEWERK had about 60,500 branded searches, while DNC had 1,600. TRUEWERK made up 8% of all workwear brand searches we track, and DNC accounted for 0.21%. When we asked ChatGPT and Google AI Overviews about workwear brands, TRUEWERK appeared in four of the five answers and DNC in none.
Who do people search for more?
TRUEWERK, about 38 searches for every 1 for DNC
Who does AI mention more?
TRUEWERK, mentioned in 4 of 5 answers, DNC in 0
Who does AI recommend more?
TRUEWERK, 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, TRUEWERK was mentioned in four out of five: in two of the three ChatGPT answers and in both Google AI Overviews. 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 DNC or TRUEWERK more popular in search?
This chart shows how often people search Google for DNC and TRUEWERK 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 TRUEWERK, 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 DNC and TRUEWERK comparison changed over the last 12 months?
3 findings
- TRUEWERK was ahead of DNC in every measured month of the 12 months ending September 2026.
- 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.
- Across the 12 months ending September 2026, TRUEWERK’s share of searches among workwear brands worldwide moved from 9% to 8%, and its estimated monthly branded searches moved from 74K to 60.5K.
How did search popularity change for workwear brands worldwide in September 2026?
3 changes
In September 2026, Portwest overtook TRUEWERK to rank 3rd among workwear brands worldwide, with 8% of the searches.
TRUEWERK’s share of searches among workwear brands worldwide has lost ground for 3 months in a row, from 9.6% to 8% in September 2026.
Estimated monthly branded searches for DNC worldwide fell 15.8% over 12 measured months, from 1.9K to 1.6K in September 2026.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using DNC’s and TRUEWERK’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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