Patagonia vs Stetson:Which is searched more?
In September 2026, Stetson had more branded searches than Patagonia among hats worldwide. Stetson had about 165,000 branded searches, while Patagonia had 14,800. Stetson made up 6.8% of all hat searches we track, and Patagonia accounted for 0.61%. These are worldwide searches for English-language branded terms.
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Is Patagonia or Stetson more popular in search?
Compare the hats people buy. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time.
Share of searches by month for Stetson, 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 Patagonia and Stetson comparison changed over the last 12 months?
3 findings
- Stetson was ahead of Patagonia in every measured month of the 12 months ending September 2026.
- 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.
- Across the 12 months ending September 2026, Stetson’s share of searches among hats worldwide moved from 6.3% to 6.8%, and its estimated monthly branded searches held steady at 165K.
How did search popularity change for hats worldwide in September 2026?
2 changes
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Patagonia’s and Stetson’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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