--- title: "Patagonia vs Stetson: Which is searched more?" description: "Is Patagonia or Stetson more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Hats set worldwide. 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." canonical: "https://gobrandwave.com/demand/global-en/compare/patagonia-vs-stetson" publisher: "Brandwave" --- # Patagonia vs Stetson: Which is searched more? Is Patagonia or Stetson more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Hats set worldwide. 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. ## Key facts - **Compared**: Patagonia and Stetson - **Competitive set**: Hats - **Market**: Global - **Month measured**: Sep 2026 - **Patagonia Share of Search**: 0.61% - **Stetson Share of Search**: 6.8% ## Is Patagonia or Stetson more popular in search? - 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%. - 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. ## Top hats in ChatGPT and Google AI Overviews In three ChatGPT questions and two Google AI Overviews, Stetson was mentioned in three out of five: in two of the three ChatGPT answers and in one of the 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. Stetson was listed before Patagonia in three out of four answers. Brands get a higher AI rank if they are mentioned earlier in the answers that list options. | Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it | | --- | --- | --- | --- | --- | | New Era | 1st | 3 of 3 | 1 of 2 | 4 of 5 | | '47 | 2nd | 3 of 3 | 1 of 2 | 4 of 5 | | Carhartt | 3rd | 3 of 3 | 1 of 2 | 4 of 5 | | Melin | 4th | 1 of 3 | 1 of 2 | 2 of 5 | | Stetson | 5th | 2 of 3 | 1 of 2 | 3 of 5 | | Patagonia | 6th | 2 of 3 | 0 of 2 | 2 of 5 | | Kangol | 7th | 0 of 3 | 1 of 2 | 1 of 5 | | Mitchell & Ness | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Flexfit | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Borsalino | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | ## Every AI answer about hats - Asked ChatGPT "Which hat brand should I buy?": 1. New Era, 2. '47, 3. Carhartt, 4. Stetson - Asked ChatGPT "What are the best hat brands?": 1. New Era, 2. '47, 3. Carhartt, 4. Melin, 5. Stetson, 6. Patagonia - Asked ChatGPT "What's the best hat brand for everyday wear?": 1. '47, 2. New Era, 3. Carhartt, 4. Patagonia - Searched Google, AI Overview "hat brands": 1. New Era, 2. '47, 3. Melin, 4. Carhartt, 5. Stetson, 6. Kangol - Searched Google, AI Overview "wide brim hat": named none of the brands we track Not named in any answer: Mitchell & Ness, Flexfit and Borsalino. Brands are listed in the order each answer named them. The answers were collected in the United States on October 21, 2026. ## How did search popularity change for hats worldwide in September 2026? - In September 2026, Stetson lost share of searches among hats worldwide, from 8% to 6.8%. - Estimated monthly branded searches for Patagonia worldwide fell 18.2% over 12 measured months, from 18.1K to 14.8K in September 2026. ## Month by month | Month | Patagonia estimated searches | Patagonia Share of Search | Patagonia rank | Stetson estimated searches | Stetson Share of Search | Stetson rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 18.1K | 0.69% | 9 | 165K | 6.3% | 5 | | Nov 2025 | 27.1K | 0.82% | 8 | 201K | 6.1% | 5 | | Dec 2025 | 27.1K | 0.74% | 8 | 246K | 6.7% | 4 | | Jan 2026 | 18.1K | 0.6% | 9 | 201K | 6.7% | 5 | | Feb 2026 | 14.8K | 0.61% | 9 | 165K | 6.8% | 5 | | Mar 2026 | 18.1K | 0.63% | 9 | 201K | 7% | 4 | | Apr 2026 | 18.1K | 0.7% | 9 | 201K | 7.8% | 4 | | May 2026 | 22.2K | 0.85% | 9 | 201K | 7.7% | 4 | | Jun 2026 | 22.2K | 0.79% | 9 | 301K | 10.8% | 2 | | Jul 2026 | 22.2K | 0.87% | 8 | 201K | 7.9% | 4 | | Aug 2026 | 18.1K | 0.72% | 9 | 201K | 8% | 4 | | Sep 2026 | 14.8K | 0.61% | 9 | 165K | 6.8% | 4 | ## How each brand is measured 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. - **Patagonia**: Measured on the search term “patagonia hat”. - **Stetson**: Measured on the search term “stetson”. - [Patagonia profile](/demand/global-en/brands/patagonia) - [Stetson profile](/demand/global-en/brands/stetson) - [All hats worldwide](/demand/global-en/categories/hats): The set both shares are measured inside, 10 brands. ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### Is Patagonia or Stetson more popular in search? 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%. ## Cite this page Brandwave. "Patagonia vs Stetson: Which is searched more?". https://gobrandwave.com/demand/global-en/compare/patagonia-vs-stetson This page is also available as HTML at https://gobrandwave.com/demand/global-en/compare/patagonia-vs-stetson. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.