Brandwave

Dune London vs Thursday Boot Company:Which is more popular?

In September 2026, Thursday Boot Company had more branded searches than Dune London among ankle boots brands worldwide. Thursday Boot Company had about 6,000 branded searches, while Dune London had 4,000. Thursday Boot Company made up 4.7% of all ankle boots brand searches we track, and Dune London accounted for 3.1%. When we asked ChatGPT and Google AI Overviews about ankle boots brands, Thursday Boot Company appeared in two of the five answers and Dune London in none.

Among ankle boots brands worldwide in September 2026

Who do people search for more?

Thursday Boot Company, about 50% more searches than Dune London

Thursday Boot Company 6K searchesDune London 4K searches

Who does AI mention more?

Thursday Boot Company, mentioned in 2 of 5 answers, Dune London in 0

Thursday Boot Company in 2 of 5Dune London in 0 of 5

Who does AI recommend more?

Thursday Boot Company, the only one of the two named

Thursday Boot Company first in 2Dune London never named

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Top ankle boots brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Thursday Boot Company was mentioned in two out of five: in one of the three ChatGPT answers and in one 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.

  1. Blundstone1st
  2. Clarks2nd
  3. Thursday Boot Company3rd
  4. Sam Edelman4th
  5. Frye5th
  6. Dr. Martens6th
  7. Ariat7th
  8. Naturalizer8th
  9. Hunter–
  10. Dune London–
  11. +3 more

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
  • Thursday Boot Company2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Sam Edelman2 of 5Named in 2 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
  • Ariat1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Hunter0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Dune London0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+3 more

See every answer about ankle boots brands

5 answers

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 Thursday Boot Company more popular in search?

This chart shows how often people search Google for Dune London and Thursday Boot Company by name. Each line represents a brand's share of searches for all 13 ankle boots brands we track, month by month, from English-language searches worldwide.

Dune London and Thursday Boot Company among ankle boots brands worldwide, by month

Share of searches by month for Thursday Boot Company, Dune London. The figures are in the table below the chart.

View monthly share of searches table
MonthDr. MartensBlundstoneHunterClarksAriatThursday Boot CompanyDune LondonSam EdelmanTaftNaturalizerCrockett & JonesFryeAllen Edmonds
Oct 202543.8%22.9%7.2%7.5%4.6%2.2%3.3%3%2.1%1.1%0.73%0.73%0.87%
Nov 202545.4%16.2%8.9%7.9%4.6%4.9%2.9%3.5%2.2%1.1%0.94%0.63%0.75%
Dec 202539.6%25.8%6.6%7.4%4.1%2.8%2.1%3.5%1.9%0.8%0.66%0.45%4.2%
Jan 202635.3%23%5.1%6.2%3.6%5.5%2%10.8%1.7%0.78%0.74%0.74%4.5%
Feb 202631.9%14%4.5%9%4%27.4%1.8%2.4%1.9%0.71%0.99%0.55%0.99%
Mar 202625%13.3%3.5%8.1%4.5%30.6%1.3%4.3%1.8%0.45%0.77%0.59%5.8%
Apr 202622.6%21.6%4%5.5%6.2%8.7%1.5%2.7%2.4%0.53%14.2%0.57%9.5%
May 202622.5%30.5%3.8%4.2%4.9%27%1.1%1.2%2.3%0.34%0.66%0.54%0.81%
Jun 202622.4%17.4%3.7%4.1%5.1%27.3%0.76%1.3%2.4%0.24%0.69%0.46%14.1%
Jul 202616.9%53.2%2.8%3.2%3.9%9.8%0.7%3.7%1.4%0.29%0.52%0.42%3.2%
Aug 202631.5%36.2%6.9%6.5%6.2%2.9%1.7%2.9%2.2%0.71%0.78%0.78%0.64%
Sep 202641.4%14.4%11.1%9.7%6.6%4.7%3.1%2.7%2.3%1.1%1%1%0.78%

Thursday Boot Company and Dune London sell other things too, so only their searches that name this product count here, like “thursday chelsea boots”.

How has the Dune London and Thursday Boot Company comparison changed over the last 12 months?

3 findings

How did search popularity change for ankle boots brands worldwide in September 2026?

2 changes

  1. In September 2026, Thursday Boot Company overtook Sam Edelman to rank 6th among ankle boots brands worldwide, with 4.7% of the searches.

  2. In September 2026, Dune London overtook Sam Edelman and Taft to rank 7th among ankle boots brands worldwide, with 3.1% of the searches.

How are branded searches counted?

4 search terms

Brandwave collects information about searches that people make online using Dune London’s and Thursday Boot Company’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 ankle boots
  • dune chelsea boots

Thursday Boot Company

2 branded search terms

  • thursday boot company chelsea boots
  • thursday chelsea boots

How the Brand Demand Index is measured

Other head-to-heads among ankle boots brands

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