Madewell vs Wrangler:Which is more popular?
In September 2026, Madewell had more branded searches than Wrangler among denim brands worldwide. Madewell had about 823,000 branded searches, while Wrangler had 201,000. Madewell made up 34.6% of all denim brand searches we track, and Wrangler accounted for 8.5%. When we asked ChatGPT and Google AI Overviews about denim brands, Madewell appeared in three of the five answers and Wrangler in two. Madewell was mentioned before Wrangler in three out of four answers.
Who do people search for more?
Madewell, about 4 searches for every 1 for Wrangler
Who does AI mention more?
Madewell, mentioned in 3 of 5 answers, Wrangler in 2
Who does AI recommend more?
Madewell, named ahead of Wrangler in 3 of 4 answers
Follow Madewell vs Wrangler 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 denim brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Madewell was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. Wrangler was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. Madewell was listed before Wrangler in three out of four 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.
Levi's5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers- Madewell3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Wrangler2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
AGOLDE2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Nudie Jeans1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Ksubi0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Lee0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about denim brands
5 answers
Asked ChatGPT
“Which denim brand should I buy?”
Asked ChatGPT
“What are the best denim brands?”
Asked ChatGPT
“What's the best denim brand for everyday jeans?”
Searched Google, AI Overview
“jeans brand”
Searched Google, AI Overview
“selvedge denim”
Brands are shown in the order each answer named them. The survey took place in the United States on October 20, 2026.
Is Madewell or Wrangler more popular in search?
This chart shows how often people search Google for Madewell and Wrangler by name. Each line represents a brand's share of searches for all seven denim brands we track, month by month, from English-language searches worldwide.
Share of searches by month for Madewell, Wrangler. The figures are in the table below the chart.
View monthly share of searches table
| Month | Levi's | Madewell | Nudie Jeans | Wrangler | Ksubi | Lee | AGOLDE |
|---|---|---|---|---|---|---|---|
| Oct 2025 | 38.8% | 31.9% | 7.8% | 9.5% | 5.2% | 5.2% | 1.6% |
| Nov 2025 | 37.3% | 37.3% | 6.2% | 7.5% | 5.1% | 5.1% | 1.5% |
| Dec 2025 | 35.9% | 35.9% | 7.2% | 8.8% | 5.9% | 4.8% | 1.5% |
| Jan 2026 | 41.8% | 28.1% | 8.4% | 8.4% | 5.6% | 5.6% | 2.1% |
| Feb 2026 | 41.9% | 28% | 8.4% | 8.4% | 5.6% | 5.6% | 2.1% |
| Mar 2026 | 39.3% | 32.3% | 7.9% | 7.9% | 5.3% | 5.3% | 1.9% |
| Apr 2026 | 35.3% | 35.3% | 8.6% | 7.1% | 5.8% | 5.8% | 2.1% |
| May 2026 | 34.8% | 34.8% | 8.5% | 8.5% | 5.7% | 5.7% | 2.1% |
| Jun 2026 | 39% | 31.9% | 7.8% | 7.8% | 6.4% | 5.2% | 1.9% |
| Jul 2026 | 38.8% | 31.7% | 7.8% | 7.8% | 7.8% | 4.3% | 1.9% |
| Aug 2026 | 35.3% | 35.3% | 8.6% | 8.6% | 5.8% | 4.7% | 1.7% |
| Sep 2026 | 34.6% | 34.6% | 10.3% | 8.5% | 5.7% | 4.6% | 1.7% |
How has the Madewell and Wrangler comparison changed over the last 12 months?
3 findings
- Madewell was ahead of Wrangler in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Madewell’s share of searches among denim brands worldwide moved from 31.9% to 34.6%, and its estimated monthly branded searches held steady at 823K.
- Across the 12 months ending September 2026, Wrangler’s share of searches among denim brands worldwide moved from 9.5% to 8.5%, and its estimated monthly branded searches moved from 246K to 201K.
How did search popularity change for denim brands worldwide in September 2026?
2 changes
In September 2026, Madewell lost share of searches among denim brands worldwide, from 35.3% to 34.6%.
Estimated monthly branded searches for Wrangler worldwide fell 18.3% over 12 measured months, from 246K to 201K in September 2026.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Madewell’s and Wrangler’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 denim 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.