Flexfit vs Patagonia:Which is more popular?
In September 2026, Flexfit had more branded searches than Patagonia among hats worldwide. Flexfit had about 18,100 branded searches, while Patagonia had 14,800. Flexfit made up 0.75% of all hat searches we track, and Patagonia accounted for 0.61%. When we asked ChatGPT and Google AI Overviews about hats, Patagonia appeared in two of the five answers and Flexfit in none.
Who do people search for more?
Flexfit, about 22% more searches than Patagonia
Who does AI mention more?
Patagonia, mentioned in 2 of 5 answers, Flexfit in 0
Who does AI recommend more?
Patagonia, the only one of the two named
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Top hats in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Patagonia was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Flexfit 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.
New Era4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
'474 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Carhartt4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Stetson3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Melin2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers- Patagonia2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Kangol1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Mitchell & Ness0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers- Flexfit0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Borsalino0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about hats
5 answers
Asked ChatGPT
“Which hat brand should I buy?”
Asked ChatGPT
“What are the best hat brands?”
Asked ChatGPT
“What's the best hat brand for everyday wear?”
Searched Google, AI Overview
“hat brands”
Searched Google, AI Overview
“wide brim hat”
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.
Share of searches by month for Flexfit, Patagonia. The figures are in the table below the chart.
View monthly share of searches table
| Month | New Era | Mitchell & Ness | '47 | Stetson | Kangol | Melin | Carhartt | Flexfit | Patagonia | Borsalino |
|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 58.1% | 9.4% | 9.8% | 6.3% | 5.2% | 2.3% | 7.1% | 0.69% | 0.69% | 0.46% |
| Nov 2025 | 54.8% | 9.2% | 8.9% | 6.1% | 4.1% | 2.8% | 12.5% | 0.55% | 0.82% | 0.37% |
| Dec 2025 | 51.2% | 8.2% | 6.5% | 6.7% | 4.5% | 2.5% | 18.8% | 0.5% | 0.74% | 0.33% |
| Jan 2026 | 59.9% | 8.2% | 6.9% | 6.7% | 4.5% | 2% | 10.2% | 0.6% | 0.6% | 0.4% |
| Feb 2026 | 60.3% | 8.3% | 8.6% | 6.8% | 4.5% | 2.5% | 7.2% | 0.74% | 0.61% | 0.41% |
| Mar 2026 | 62.4% | 8.5% | 9.5% | 7% | 4.7% | 3.1% | 3% | 0.77% | 0.63% | 0.42% |
| Apr 2026 | 59.2% | 9.6% | 9.9% | 7.8% | 5.3% | 3.5% | 2.6% | 0.86% | 0.7% | 0.47% |
| May 2026 | 61.1% | 9.5% | 8.7% | 7.7% | 4.2% | 4.2% | 2.3% | 0.85% | 0.85% | 0.47% |
| Jun 2026 | 56.8% | 8.8% | 10.7% | 10.8% | 3.9% | 4.8% | 2.2% | 0.79% | 0.79% | 0.43% |
| Jul 2026 | 59.9% | 9.7% | 9.6% | 7.9% | 4.3% | 4.3% | 2.2% | 0.71% | 0.87% | 0.48% |
| Aug 2026 | 60.7% | 9.8% | 8.3% | 8% | 4.4% | 4.4% | 2.4% | 0.72% | 0.72% | 0.48% |
| Sep 2026 | 60.6% | 10.2% | 8.6% | 6.8% | 4.5% | 3.7% | 3.6% | 0.75% | 0.61% | 0.5% |
How has the Flexfit and Patagonia comparison changed over the last 12 months?
3 findings
- The lead changed hands 3 times in the 12 months ending September 2026: Flexfit took it in February 2026, Patagonia took it in July 2026, Flexfit took it in September 2026.
- Across the 12 months ending September 2026, Flexfit’s share of searches among hats worldwide moved from 0.69% to 0.75%, and its estimated monthly branded searches held steady at 18.1K.
- Across the 12 months ending September 2026, Patagonia’s share of searches among hats worldwide moved from 0.69% to 0.61%, and its estimated monthly branded searches moved from 18.1K to 14.8K.
How did search popularity change for hats worldwide in September 2026?
1 change
Estimated monthly branded searches for Patagonia worldwide fell 18.2% over 12 measured months, from 18.1K to 14.8K in September 2026.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Flexfit’s and Patagonia’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.
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