Dune London vs Frye:Which is more popular?
In September 2026, Frye had more branded searches than Dune London among ankle boots brands worldwide. Frye had about 320,000 branded searches, while Dune London had 86,100. Frye made up 6% of all ankle boots brand searches we track, and Dune London accounted for 1.6%. When we asked ChatGPT and Google AI Overviews about ankle boots brands, Frye appeared in two of the five answers and Dune London in none.
Who do people search for more?
Frye, about 4 searches for every 1 for Dune London
Who does AI mention more?
Frye, mentioned in 2 of 5 answers, Dune London in 0
Who does AI recommend more?
Frye, the only one of the two named
Follow Dune London vs Frye and get free monthly updates on what changed
By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy
Top ankle boots brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Frye was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Dune London 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.
Blundstone1st
Clarks2nd
Sam Edelman3rd- Frye4th
Naturalizer5th
Ariat6th
Dr. Martens7th
Dune London–
Hunter–
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Blundstone4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Dr. Martens3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Clarks3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Naturalizer3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Frye2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Sam Edelman2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Ariat1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Dune London0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Hunter0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about ankle boots brands
5 answers
Asked ChatGPT
“Which ankle boots brand should I buy?”
Asked ChatGPT
“What are the best ankle boots brands?”
Asked ChatGPT
“What's the best ankle boots brand for everyday wear?”
Searched Google, AI Overview
“women's ankle boots”
Searched Google, AI Overview
“mens ankle boots”
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 20, 2026.
Is Dune London or Frye more popular in search?
This chart shows how often people search Google for Dune London and Frye by name. Each line represents a brand's share of searches for all nine ankle boots brands we track, month by month, from English-language searches worldwide.
Share of searches by month for Frye, Dune London. The figures are in the table below the chart.
View monthly share of searches table
| Month | Dr. Martens | Clarks | Ariat | Blundstone | Frye | Sam Edelman | Naturalizer | Dune London | Hunter |
|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 36.7% | 24.6% | 11% | 11% | 7.2% | 4.9% | 1.8% | 1.7% | 0.99% |
| Nov 2025 | 36% | 24% | 13.1% | 13.1% | 6% | 4% | 1.4% | 1.6% | 0.65% |
| Dec 2025 | 39.7% | 21.7% | 14.5% | 11.9% | 4.9% | 3.6% | 1.3% | 1.7% | 0.72% |
| Jan 2026 | 39.8% | 26.6% | 12% | 9.8% | 4% | 3.6% | 1.3% | 1.9% | 1.1% |
| Feb 2026 | 35.7% | 29% | 13.1% | 8.8% | 3.8% | 4.8% | 1.8% | 1.6% | 1.4% |
| Mar 2026 | 31.9% | 31.9% | 14.3% | 6.4% | 3.9% | 6.4% | 1.9% | 1.7% | 1.6% |
| Apr 2026 | 28.1% | 34.5% | 15.5% | 5.7% | 3.7% | 6.9% | 2.1% | 1.8% | 1.7% |
| May 2026 | 28.2% | 34.7% | 15.6% | 5.7% | 3.7% | 7% | 2.1% | 1.8% | 1.4% |
| Jun 2026 | 25.1% | 37.7% | 16.9% | 5% | 3.8% | 6.2% | 1.9% | 1.9% | 1.5% |
| Jul 2026 | 29.7% | 36.5% | 13.4% | 4.9% | 4.5% | 6% | 1.8% | 1.9% | 1.5% |
| Aug 2026 | 29.4% | 35.9% | 13.2% | 5.9% | 5.1% | 5.9% | 1.8% | 1.6% | 1.2% |
| Sep 2026 | 34.5% | 28.2% | 12.7% | 8.5% | 6% | 5.7% | 1.7% | 1.6% | 1.1% |
How has the Dune London and Frye comparison changed over the last 12 months?
3 findings
- Frye was ahead of Dune London in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Dune London’s share of searches among ankle boots brands worldwide moved from 1.7% to 1.6%, and its estimated monthly branded searches moved from 101K to 86.1K.
- Across the 12 months ending September 2026, Frye’s share of searches among ankle boots brands worldwide moved from 7.2% to 6%, and its estimated monthly branded searches moved from 442K to 320K.
How did search popularity change for ankle boots brands worldwide in September 2026?
2 changes
In September 2026, Frye overtook Sam Edelman to rank 5th among ankle boots brands worldwide, with 6% of the searches.
Estimated monthly branded searches for Dune London worldwide fell 14.8% over 12 measured months, from 101K to 86.1K in September 2026.
How are branded searches counted?
4 search terms
Brandwave collects information about searches that people make online using Dune London’s and Frye’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.
Dune London
2 branded search terms
- dune boots
- dune london
Frye
2 branded search terms
- frye
- frye boots
Other head-to-heads among ankle boots brands
Put your own brand in this comparison
Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.