Parlanti vs Shires:Which is more popular?
In September 2026, Shires had more branded searches than Parlanti among equestrian boots worldwide. Shires had about 5,400 branded searches, while Parlanti had 1,900. Shires made up 0.78% of all equestrian boot searches we track, and Parlanti accounted for 0.28%. When we asked ChatGPT and Google AI Overviews about equestrian boots, Parlanti appeared in two of the four answers and Shires in none.
Who do people search for more?
Shires, about 3 searches for every 1 for Parlanti
Who does AI mention more?
Parlanti, mentioned in 2 of 4 answers, Shires in 0
Who does AI recommend more?
Parlanti, the only one of the two named
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Top equestrian boots in ChatGPT and Google AI Overviews
In three ChatGPT questions and one Google AI Overview, Parlanti was mentioned in two out of four: in two of the three ChatGPT answers, but not in the Google AI Overview. Shires did not appear in any of the four answers.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Ariat1st- DeNiro Boot Co.2nd
Mountain Horse3rd- Parlanti4th
Tredstep5th- Shires–
- Dublin–
Toggi–- Sherwood–
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Ariat4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
- Mountain Horse3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
- Tredstep3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- Parlanti2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- DeNiro Boot Co.2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- Shires0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- Dublin0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- Toggi0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- Sherwood0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
See every answer about equestrian boots
4 answers
Asked ChatGPT
“Which equestrian boots brand should I buy?”
Asked ChatGPT
“What are the best equestrian boots brands?”
Asked ChatGPT
“What's the best equestrian boots brand for riding and stable use?”
Searched Google, AI Overview
“equestrian boots”
Google showed no AI Overview for this search.
Searched Google, AI Overview
“horse riding boots”
Brands are shown in the order each answer named them. The survey took place in the United States on October 20, 2026.
Is Parlanti or Shires more popular in search?
This chart shows how often people search Google for Parlanti and Shires by name. Each line represents a brand's share of searches for all nine equestrian boots we track, month by month, from English-language searches worldwide.
Share of searches by month for Shires, Parlanti. The figures are in the table below the chart.
View monthly share of searches table
| Month | Ariat | Mountain Horse | Shires | Parlanti | Tredstep | DeNiro Boot Co. | Dublin | Toggi | Sherwood |
|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 96.7% | 1.7% | 0.95% | 0.34% | 0.13% | 0.04% | 0.08% | 0.02% | <0.01% |
| Nov 2025 | 97.7% | 1.2% | 0.64% | 0.28% | 0.1% | 0.05% | 0.05% | 0.01% | <0.01% |
| Dec 2025 | 98.1% | 0.97% | 0.53% | 0.24% | 0.09% | 0.02% | 0.04% | <0.01% | <0.01% |
| Jan 2026 | 97.2% | 1.4% | 0.78% | 0.35% | 0.14% | 0.03% | 0.06% | 0.01% | <0.01% |
| Feb 2026 | 96.9% | 1.4% | 0.95% | 0.42% | 0.16% | 0.04% | 0.07% | <0.01% | <0.01% |
| Mar 2026 | 97.3% | 1.2% | 0.95% | 0.35% | 0.13% | 0.03% | 0.06% | <0.01% | <0.01% |
| Apr 2026 | 97.5% | 1.2% | 0.78% | 0.35% | 0.13% | 0.04% | 0.07% | <0.01% | <0.01% |
| May 2026 | 97.7% | 0.96% | 0.78% | 0.35% | 0.15% | 0.04% | 0.06% | <0.01% | <0.01% |
| Jun 2026 | 97.9% | 0.79% | 0.79% | 0.28% | 0.15% | 0.03% | 0.05% | <0.01% | <0.01% |
| Jul 2026 | 97.3% | 1.2% | 0.95% | 0.34% | 0.18% | 0.05% | 0.06% | <0.01% | <0.01% |
| Aug 2026 | 97.6% | 0.96% | 0.78% | 0.35% | 0.19% | 0.04% | 0.06% | <0.01% | <0.01% |
| Sep 2026 | 97.5% | 1.2% | 0.78% | 0.28% | 0.14% | 0.05% | 0.05% | <0.01% | <0.01% |
How has the Parlanti and Shires comparison changed over the last 12 months?
3 findings
- Shires was ahead of Parlanti in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Parlanti’s share of searches among equestrian boots worldwide moved from 0.34% to 0.28%, and its estimated monthly branded searches moved from 2.4K to 1.9K.
- Across the 12 months ending September 2026, Shires’ share of searches among equestrian boots worldwide moved from 0.95% to 0.78%, and its estimated monthly branded searches moved from 6.6K to 5.4K.
How did search popularity change for equestrian boots worldwide in September 2026?
2 changes
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Parlanti’s and Shires’ 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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