Workwear brands in Australia:Which are most popular?

Name: Workwear brands in Australia: Which are searched most?
Creator: Brandwave
License: https://creativecommons.org/licenses/by/4.0/

In September 2026, Hard Yakka was the most searched workwear brand in Australia, accounting for 35.6% of all searches among the ten brands we track. When we checked with ChatGPT and Google AI Overviews, Hard Yakka showed up in every answer. FXD was recommended most often, coming first in two out of four responses.

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Top workwear brands in ChatGPT and Google AI Overviews

In Brandwave's three ChatGPT questions and one Google AI Overview, Hard Yakka appeared every time. FXD was recommended most often, coming first in two out of four answers. Hard Yakka was second, and Bisley was third. King Gee, which ranked third in searches, was not mentioned at all.

Most recommended by AI

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

Mentioned by AI

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

How many AI answers named each brand
Brand	ChatGPT	Google	Answers that named it
Hard Yakka	Named in 3 of 3 ChatGPT answers	Named in 1 of 1 Google AI Overviews	4 of 4
Bisley	Named in 3 of 3 ChatGPT answers	Named in 0 of 1 Google AI Overviews	3 of 4
FXD	Named in 2 of 3 ChatGPT answers	Named in 1 of 1 Google AI Overviews	3 of 4
Syzmik	Named in 1 of 3 ChatGPT answers	Named in 0 of 1 Google AI Overviews	1 of 4
Dickies	Named in 0 of 3 ChatGPT answers	Named in 1 of 1 Google AI Overviews	1 of 4
King Gee	Named in 0 of 3 ChatGPT answers	Named in 0 of 1 Google AI Overviews	0 of 4
Carhartt WIP	Named in 0 of 3 ChatGPT answers	Named in 0 of 1 Google AI Overviews	0 of 4
Portwest	Named in 0 of 3 ChatGPT answers	Named in 0 of 1 Google AI Overviews	0 of 4
Ritemate	Named in 0 of 3 ChatGPT answers	Named in 0 of 1 Google AI Overviews	0 of 4
UNIT	Named in 0 of 3 ChatGPT answers	Named in 0 of 1 Google AI Overviews	0 of 4

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 do people search for most?

This chart shows how often people search Google for each workwear brand by name. Each line represents a brand's share of searches for all ten workwear brands we track, month by month, from searches in Australia.

Share of searches among workwear brands in Australia, by month

Month	Hard Yakka	Bisley	King Gee	Syzmik	FXD	Carhartt WIP	Portwest	Ritemate	Dickies	UNIT
Oct 2025	38.7%	21.1%	17.3%	6.1%	6.1%	3.8%	3.2%	2.3%	0.83%	0.67%
Nov 2025	39.6%	17.7%	17.7%	6.2%	6.2%	5.2%	3.3%	2.4%	0.69%	1%
Dec 2025	37.3%	20.3%	16.6%	6%	7.4%	5.1%	3.3%	2.2%	0.97%	0.78%
Jan 2026	35.7%	19.5%	15.9%	6.9%	6.9%	6.8%	3.6%	2.1%	1.7%	0.94%
Feb 2026	30.6%	16.7%	13.6%	7.4%	5.9%	16.4%	4.9%	2.7%	1.2%	0.65%
Mar 2026	27.9%	18.6%	15.2%	6.8%	5.4%	14.9%	4.5%	2.5%	3.7%	0.59%
Apr 2026	28.4%	18.9%	15.5%	6.9%	5.5%	13.8%	4.6%	2.1%	3.7%	0.6%
May 2026	30.4%	20.4%	13.6%	6%	6%	13.1%	4%	1.8%	4%	0.65%
Jun 2026	31.3%	21%	14%	6.2%	6.2%	8.8%	4.9%	1.9%	4.9%	0.83%
Jul 2026	28.5%	19%	12.7%	6.9%	6.9%	15.6%	4.6%	2.1%	2.9%	0.75%
Aug 2026	36%	19.6%	13.1%	5.7%	7.1%	8.6%	4.8%	2.1%	2.1%	0.77%
Sep 2026	35.6%	19.4%	15.8%	8.6%	6.8%	4.7%	4.7%	2.6%	0.94%	0.76%

Rank	Brand	Share of searches	Estimated monthly branded searches	vs prior month	Share change
1, held 1st	Hard Yakka	35.6%	9.9K	-18.2%	-0.4 points
2, held 2nd	Bisley	19.4%	5.4K	-18.2%	-0.2 points
3, held 3rd	King Gee	15.8%	4.4K	0%	+2.7 points
4, moved from 6th to 4th	Syzmik	8.6%	2.4K	+26.3%	+3 pointsmoved from 6th to 4th
5, held 5th	FXD	6.8%	1.9K	-20.8%	-0.3 points
6, moved from 4th to 6th	Carhartt WIP	4.7%	1.3K	-54.8%	-3.9 pointsmoved from 4th to 6th
7, held 7th	Portwest	4.7%	1.3K	-18.8%	-0.1 points
8, moved from 9th to 8th	Ritemate	2.6%	720	0%	+0.4 pointsmoved from 9th to 8th
9, moved from 8th to 9th	Dickies	0.94%	260	-63.9%	-1.2 pointsmoved from 8th to 9th
10, held 10th	UNIT	0.76%	210	-19.2%	0 points

1.Hard Yakka
35.6%
Held 1st. 9.9K estimated branded searches, -18.2% vs prior month. Share -0.4 points.
2.Bisley
19.4%
Held 2nd. 5.4K estimated branded searches, -18.2% vs prior month. Share -0.2 points.
3.King Gee
15.8%
Held 3rd. 4.4K estimated branded searches, 0% vs prior month. Share +2.7 points.
4.Syzmik
8.6%
Moved from 6th to 4th. 2.4K estimated branded searches, +26.3% vs prior month. Share +3 points.
5.FXD
6.8%
Held 5th. 1.9K estimated branded searches, -20.8% vs prior month. Share -0.3 points.
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.Portwest
4.7%
Held 7th. 1.3K estimated branded searches, -18.8% vs prior month. Share -0.1 points.
8.Ritemate
2.6%
Moved from 9th to 8th. 720 estimated branded searches, 0% vs prior month. Share +0.4 points.
9.Dickies
0.94%
Moved from 8th to 9th. 260 estimated branded searches, -63.9% vs prior month. Share -1.2 points.
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”.

Which brand is most popular in search among workwear brands in Australia?

10 brands

In September 2026, Hard Yakka was the most searched among workwear brands in Australia, with an estimated 9.9K branded searches, 35.6% of all searches for the ten we track. Bisley is in 2nd place, 16.2 percentage points behind at 19.4%.

Australia workwear brands, last 12 months ending September 2026
Brand	Share of searches	Peak	Low	Rank
Hard Yakka	38.7% → 35.6%	39.6%Nov 2025	27.9%Mar 2026	1st
Bisley	21.1% → 19.4%	21.1%Oct 2025	16.7%Feb 2026	2nd
King Gee	17.3% → 15.8%	17.7%Nov 2025	12.7%Jul 2026	3rd
Syzmik	6.1% → 8.6%	8.6%Sep 2026	5.7%Aug 2026	5th → 4th
FXD	6.1% → 6.8%	7.4%Dec 2025	5.4%Mar 2026	4th → 5th
Carhartt WIP	3.8% → 4.7%	16.4%Feb 2026	3.8%Oct 2025	6th
Portwest	3.2% → 4.7%	4.9%Feb 2026	3.2%Oct 2025	7th
Ritemate	2.3% → 2.6%	2.7%Feb 2026	1.8%May 2026	8th
Dickies	0.83% → 0.94%	4.9%Jun 2026	0.69%Nov 2025	9th
UNIT	0.67% → 0.76%	1%Nov 2025	0.59%Mar 2026	10th

Each finding as a sentence

Across the 12 months ending September 2026, Hard Yakka’s share of searches among workwear brands in Australia decreased from 38.7% to 35.6%.
Across the 12 months ending September 2026, Bisley’s share of searches among workwear brands in Australia decreased from 21.1% to 19.4%.
Across the 12 months ending September 2026, King Gee’s share of searches among workwear brands in Australia decreased from 17.3% to 15.8%.
Across the 12 months ending September 2026, Syzmik’s share of searches among workwear brands in Australia increased from 6.1% to 8.6%.
Across the 12 months ending September 2026, FXD’s share of searches among workwear brands in Australia increased from 6.1% to 6.8%.
Across the 12 months ending September 2026, Carhartt WIP’s share of searches among workwear brands in Australia increased from 3.8% to 4.7%.
Across the 12 months ending September 2026, Portwest’s share of searches among workwear brands in Australia increased from 3.2% to 4.7%.
Across the 12 months ending September 2026, Hard Yakka’s share of searches among workwear brands in Australia peaked at 39.6% in November 2025 and was lowest at 27.9% in March 2026.
Across the 12 months ending September 2026, Bisley’s share of searches among workwear brands in Australia peaked at 21.1% in October 2025 and was lowest at 16.7% in February 2026.
Across the 12 months ending September 2026, King Gee’s share of searches among workwear brands in Australia peaked at 17.7% in November 2025 and was lowest at 12.7% in July 2026.
Across the 12 months ending September 2026, Syzmik’s share of searches among workwear brands in Australia peaked at 8.6% in September 2026 and was lowest at 5.7% in August 2026.
Across the 12 months ending September 2026, FXD’s share of searches among workwear brands in Australia peaked at 7.4% in December 2025 and was lowest at 5.4% in March 2026.
Across the 12 months ending September 2026, Carhartt WIP’s share of searches among workwear brands in Australia peaked at 16.4% in February 2026 and was lowest at 3.8% in October 2025.
Across the 12 months ending September 2026, Portwest’s share of searches among workwear brands in Australia peaked at 4.9% in February 2026 and was lowest at 3.2% in October 2025.
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.
Across the 12 months ending September 2026, Syzmik rose from 5th to 4th among workwear brands in Australia.
Across the 12 months ending September 2026, FXD fell from 4th to 5th among workwear brands in Australia.
Across the 12 months ending September 2026, Ritemate, Dickies and UNIT held steady: their share of searches among workwear brands in Australia each moved less than 0.5 percentage points.

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

8 changes

In September 2026, Syzmik overtook Carhartt WIP and FXD to rank 4th among workwear brands in Australia, with 8.6% of the searches.
In September 2026, King Gee gained share of searches among workwear brands in Australia, from 13.1% to 15.8%.
In September 2026, Carhartt WIP lost share of searches among workwear brands in Australia, from 8.6% to 4.7%.
In September 2026, Dickies lost share of searches among workwear brands in Australia, from 2.1% to 0.94%.
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.
Estimated monthly branded searches for Portwest in Australia rose 30% over 12 measured months, from 1K to 1.3K in September 2026.
Estimated monthly branded searches for Bisley in Australia fell 18.2% over 12 measured months, from 6.6K to 5.4K in September 2026.
Estimated monthly branded searches for Hard Yakka in Australia fell 18.2% over 12 measured months, from 12.1K to 9.9K in September 2026.

How are branded searches counted for workwear brands?

11 search terms

Each brand's share of searches among workwear brands comes from the terms listed under its name. When people mostly search for a brand because of something else it sells, only the searches that name this product count here.