Duluth Trading vs Mascot:Which is more popular?

Name: Duluth Trading vs Mascot: Which is searched more?
Creator: Brandwave
License: https://creativecommons.org/licenses/by/4.0/

In September 2026, Duluth Trading had more branded searches than Mascot among work trousers brands worldwide. Duluth Trading had about 165,000 branded searches, while Mascot had 27,100. Duluth Trading made up 10.5% of all work trousers brand searches we track, and Mascot accounted for 1.7%. When we asked ChatGPT and Google AI Overviews about work trousers brands, Duluth Trading appeared in two of the five answers and Mascot in none.

Among work trousers brands worldwide in September 2026

Who do people search for more?

Duluth Trading, about 6 searches for every 1 for Mascot

Duluth Trading 165K searchesMascot 27.1K searches

Who does AI mention more?

Duluth Trading, mentioned in 2 of 5 answers, Mascot in 0

Duluth Trading in 2 of 5Mascot in 0 of 5

Who does AI recommend more?

Duluth Trading, the only one of the two named

Duluth Trading first in 2Mascot never named

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Top work trousers brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and 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. Mascot 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.

How many AI answers named each brand
Brand	ChatGPT	Google	Answers that named it
Carhartt	Named in 3 of 3 ChatGPT answers	Named in 2 of 2 Google AI Overviews	5 of 5
Dickies	Named in 3 of 3 ChatGPT answers	Named in 1 of 2 Google AI Overviews	4 of 5
Snickers Workwear	Named in 3 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	3 of 5
Duluth Trading	Named in 2 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	2 of 5
DeWalt	Named in 0 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	0 of 5
Helly Hansen	Named in 0 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	0 of 5
Portwest	Named in 0 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	0 of 5
Mascot	Named in 0 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	0 of 5

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”
1. 1Carhartt
Searched Google, AI Overview
“durable work trousers”
1. 1Carhartt
2. 2Dickies

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 Duluth Trading or Mascot more popular in search?

This chart shows how often people search Google for Duluth Trading and Mascot 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.

Duluth Trading and Mascot among work trousers brands worldwide, by month

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 Duluth Trading and Mascot comparison changed over the last 12 months?

3 findings

Duluth Trading was ahead of Mascot in every measured month of the 12 months ending September 2026.
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.
Across the 12 months ending September 2026, Mascot’s share of searches among work trousers brands worldwide moved from 1.6% to 1.7%, and its estimated monthly branded searches moved from 33.1K to 27.1K.

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%.
In September 2026, Mascot rose from 7th to 6th among work trousers brands worldwide.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Duluth Trading’s and Mascot’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.