Brandwave

How popular isDickies?

In September 2026, people searched for Dickies by name about 260 times in Australia, about the same as the previous year. These searches made up 0.94% of all Australia workwear brand searches, placing Dickies ninth out of ten brands. When we asked both ChatGPT and Google AI Overviews about workwear brands, Dickies appeared in one of the four answers and was the fourth most recommended of the ten.

Search and AI answers in September 2026

Dickies is the ninth most searched of 10 competitors and the fourth most recommended in AI answers.

  1. Hard YakkaShare of searches 35.6%Mentioned in 4 of 4 AI answersPlace in AI recommendations 2nd
  2. BisleyShare of searches 19.4%Mentioned in 3 of 4 AI answersPlace in AI recommendations 3rd
  3. King GeeShare of searches 15.8%Mentioned in 0 of 4 AI answersPlace in AI recommendations –
  4. SyzmikShare of searches 8.6%Mentioned in 1 of 4 AI answersPlace in AI recommendations 5th
  5. DickiesShare of searches 0.94%Mentioned in 1 of 4 AI answersPlace in AI recommendations 4th

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Top workwear brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, Dickies was mentioned in one out of four: not in any of the three ChatGPT answers, but in the Google AI Overview. Dickies is the fourth most recommended of the ten.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. FXD1st
  2. Hard Yakka2nd
  3. Bisley3rd
  4. Dickies4th
  5. Syzmik5th
  6. King Gee–
  7. Carhartt WIP–
  8. Portwest–
  9. Ritemate–
  10. UNIT–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Hard Yakka4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Bisley3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • FXD3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Syzmik1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Dickies1 of 4Named in 0 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • King Gee0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Carhartt WIP0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Portwest0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Ritemate0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • UNIT0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers

See every answer about workwear brands

4 answers

  • Asked ChatGPT

    “What's the best workwear brand in Australia?”

    1. 1FXD
    2. 2Hard Yakka
    3. 3Bisley
    4. 4Syzmik

  • Asked ChatGPT

    “Which work pants are most durable for tradies?”

    1. 1Hard Yakka
    2. 2FXD
    3. 3Bisley

  • Asked ChatGPT

    “Which hi-vis workwear is most comfortable?”

    1. 1Bisley
    2. 2Hard Yakka

  • Searched Google, AI Overview

    “workwear”

    Google showed no AI Overview for this search.

  • Searched Google, AI Overview

    “work pants”

    1. 1FXD
    2. 2Dickies
    3. 3Hard Yakka

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in Australia on October 26, 2026.

Which workwear brands compete with Dickies?

Dickies against workwear brands in Australia, by month

Share of searches by month for Hard Yakka, Bisley, King Gee, Syzmik, FXD, Carhartt WIP, Portwest, Ritemate, Dickies. The figures are in the table below the chart.

View monthly share of searches table
MonthHard YakkaBisleyKing GeeSyzmikFXDCarhartt WIPPortwestRitemateDickiesUNIT
Oct 202538.7%21.1%17.3%6.1%6.1%3.8%3.2%2.3%0.83%0.67%
Nov 202539.6%17.7%17.7%6.2%6.2%5.2%3.3%2.4%0.69%1%
Dec 202537.3%20.3%16.6%6%7.4%5.1%3.3%2.2%0.97%0.78%
Jan 202635.7%19.5%15.9%6.9%6.9%6.8%3.6%2.1%1.7%0.94%
Feb 202630.6%16.7%13.6%7.4%5.9%16.4%4.9%2.7%1.2%0.65%
Mar 202627.9%18.6%15.2%6.8%5.4%14.9%4.5%2.5%3.7%0.59%
Apr 202628.4%18.9%15.5%6.9%5.5%13.8%4.6%2.1%3.7%0.6%
May 202630.4%20.4%13.6%6%6%13.1%4%1.8%4%0.65%
Jun 202631.3%21%14%6.2%6.2%8.8%4.9%1.9%4.9%0.83%
Jul 202628.5%19%12.7%6.9%6.9%15.6%4.6%2.1%2.9%0.75%
Aug 202636%19.6%13.1%5.7%7.1%8.6%4.8%2.1%2.1%0.77%
Sep 202635.6%19.4%15.8%8.6%6.8%4.7%4.7%2.6%0.94%0.76%

  1. 1.Hard Yakka

    35.6%

    Held 1st. 9.9K estimated branded searches, -18.2% vs prior month. Share -0.4 points.

  2. 2.Bisley

    19.4%

    Held 2nd. 5.4K estimated branded searches, -18.2% vs prior month. Share -0.2 points.

  3. 3.King Gee

    15.8%

    Held 3rd. 4.4K estimated branded searches, 0% vs prior month. Share +2.7 points.

  4. 4.Syzmik

    8.6%

    Moved from 6th to 4th. 2.4K estimated branded searches, +26.3% vs prior month. Share +3 points.

  5. 5.FXD

    6.8%

    Held 5th. 1.9K estimated branded searches, -20.8% vs prior month. Share -0.3 points.

  6. 6.Carhartt WIP

    4.7%

    Moved from 4th to 6th. 1.3K estimated branded searches, -54.8% vs prior month. Share -3.9 points.

  7. 7.Portwest

    4.7%

    Held 7th. 1.3K estimated branded searches, -18.8% vs prior month. Share -0.1 points.

  8. 8.Ritemate

    2.6%

    Moved from 9th to 8th. 720 estimated branded searches, 0% vs prior month. Share +0.4 points.

  9. 9.Dickies

    0.94%

    Moved from 8th to 9th. 260 estimated branded searches, -63.9% vs prior month. Share -1.2 points.

  10. 10.UNIT

    0.76%

    Held 10th. 210 estimated branded searches, -19.2% vs prior month. Share 0 points.

Carhartt WIP sells other things too, so only its searches that name this product count here, like “carhartt workwear”.

Compare popularity between Dickies and its closest rivals

Every comparison with Dickies

9 comparisons

How has branded search demand for Dickies changed in Australia over the last 12 months?

2 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Dickies in Australia held steady at 260.
  • Across the 12 months ending September 2026, Dickies’ share of searches among workwear brands in Australia peaked at 4.9% in June 2026 and was lowest at 0.69% in November 2025.

How did search popularity change for Australia workwear brands in September 2026?

6 changes

  1. In September 2026, Syzmik overtook Carhartt WIP and FXD to rank 4th among workwear brands in Australia, with 8.6% of the searches.

  2. In September 2026, King Gee gained share of searches among workwear brands in Australia, from 13.1% to 15.8%.

  3. In September 2026, Carhartt WIP lost share of searches among workwear brands in Australia, from 8.6% to 4.7%.

  4. In September 2026, Dickies lost share of searches among workwear brands in Australia, from 2.1% to 0.94%.

  5. Ritemate’s share of searches among workwear brands in Australia has gained ground for 3 months in a row, from 1.9% to 2.6% in September 2026.

  6. Estimated monthly branded searches for Portwest in Australia rose 30% over 12 measured months, from 1K to 1.3K in September 2026.

How are Dickies’ branded searches counted?

1 search term

Brandwave collects information about searches that people make online using Dickies’ name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading.

  • dickies workwear

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How the Brand Demand Index is measured

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