New Era vs Richardson:Which is more popular?
In September 2026, New Era had more branded searches than Richardson among cap brands worldwide. New Era had about 1.5 million branded searches, while Richardson had 49,500. New Era made up 23% of all cap brand searches we track, and Richardson accounted for 0.78%. When we asked ChatGPT and Google AI Overviews about cap brands, New Era appeared in all five answers and Richardson in two. New Era was mentioned before Richardson in every answer.
Who do people search for more?
New Era, about 30 searches for every 1 for Richardson
Who does AI mention more?
New Era, mentioned in every answer we collected
Who does AI recommend more?
New Era, named ahead of Richardson in every answer
Follow New Era vs Richardson 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 cap brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, New Era appeared in all five answers. Richardson was mentioned in two out of five: not in any of the three ChatGPT answers, but in both Google AI Overviews. New Era was listed before Richardson in every answer.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
- New Era1st
'472nd
Carhartt3rd
Mitchell & Ness4th
Ralph Lauren5th
Flexfit6th
Richardson7th
Stetson–
Kangol–
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- New Era5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- '475 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Carhartt5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Ralph Lauren3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Mitchell & Ness3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Richardson2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Flexfit2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Stetson0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Kangol0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about cap brands
5 answers
Asked ChatGPT
“Which cap brand should I buy?”
Asked ChatGPT
“What are the best cap brands?”
Asked ChatGPT
“What's the best cap brand for everyday wear?”
Searched Google, AI Overview
“cap brands”
Searched Google, AI Overview
“baseball cap brands”
Brands are shown in the order each answer named them. The survey took place in the United States on October 20, 2026.
Is New Era or Richardson more popular in search?
This chart shows how often people search Google for New Era and Richardson by name. Each line represents a brand's share of searches for all nine cap brands we track, month by month, from English-language searches worldwide.
Share of searches by month for New Era, Richardson. The figures are in the table below the chart.
View monthly share of searches table
| Month | Ralph Lauren | New Era | Mitchell & Ness | '47 | Stetson | Kangol | Richardson | Carhartt | Flexfit |
|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 67.2% | 20.4% | 3.3% | 3.4% | 2.2% | 1.8% | 0.67% | 0.67% | 0.24% |
| Nov 2025 | 67.8% | 20% | 3.3% | 3.2% | 2.2% | 1.5% | 0.55% | 1.2% | 0.2% |
| Dec 2025 | 67% | 20.5% | 3.3% | 2.6% | 2.7% | 1.8% | 0.44% | 1.5% | 0.2% |
| Jan 2026 | 64.8% | 23.4% | 3.2% | 2.7% | 2.6% | 1.8% | 0.53% | 0.78% | 0.23% |
| Feb 2026 | 59.7% | 26.1% | 3.6% | 3.7% | 2.9% | 2% | 0.88% | 0.72% | 0.32% |
| Mar 2026 | 54.9% | 29.5% | 4% | 4.5% | 3.3% | 2.2% | 0.81% | 0.44% | 0.36% |
| Apr 2026 | 57.7% | 26.2% | 4.2% | 4.4% | 3.5% | 2.3% | 0.85% | 0.47% | 0.38% |
| May 2026 | 57.6% | 27.3% | 4.2% | 3.9% | 3.5% | 1.9% | 0.85% | 0.47% | 0.38% |
| Jun 2026 | 55.9% | 26.5% | 4.1% | 5% | 5% | 1.8% | 0.83% | 0.45% | 0.37% |
| Jul 2026 | 58.1% | 26.4% | 4.3% | 4.3% | 3.5% | 1.9% | 0.86% | 0.39% | 0.31% |
| Aug 2026 | 63.1% | 23.5% | 3.8% | 3.2% | 3.1% | 1.7% | 0.93% | 0.42% | 0.28% |
| Sep 2026 | 64.1% | 23% | 3.9% | 3.3% | 2.6% | 1.7% | 0.78% | 0.42% | 0.28% |
How has the New Era and Richardson comparison changed over the last 12 months?
3 findings
- New Era was ahead of Richardson in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, New Era’s share of searches among cap brands worldwide moved from 20.4% to 23%, and its estimated monthly branded searches held steady at 1.5M.
- Across the 12 months ending September 2026, Richardson’s share of searches among cap brands worldwide moved from 0.67% to 0.78%, and its estimated monthly branded searches held steady at 49.5K.
How did search popularity change for cap brands worldwide in September 2026?
1 change
New Era’s share of searches among cap brands worldwide has lost ground for 3 months in a row, from 26.5% to 23% in September 2026.
How are branded searches counted?
3 search terms
Brandwave collects information about searches that people make online using New Era’s and Richardson’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.
New Era
2 branded search terms
- new era
- new era cap
Richardson
1 branded search term
- richardson hats
Other head-to-heads among cap 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.