---
title: "Workwear brands in Australia: Which are searched most?"
description: "Compare the workwear brands Australian tradies and workers buy. Share of Search among Hard Yakka, Bisley, King Gee, Syzmik, FXD, Carhartt WIP, Portwest, Ritemate, Dickies and UNIT, the workwear brands Brandwave compares in Australia, using the same methodology, market, and reporting period. 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/au/categories/au-workwear-brands"
publisher: "Brandwave"
---

# Workwear brands in Australia: Which are searched most?

Compare the workwear brands Australian tradies and workers buy. Share of Search among Hard Yakka, Bisley, King Gee, Syzmik, FXD, Carhartt WIP, Portwest, Ritemate, Dickies and UNIT, the workwear brands Brandwave compares in Australia, using the same methodology, market, and reporting period. 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

- **Competitive set**: Workwear brands
- **Market**: Australia
- **Brands compared**: 10
- **Month measured**: Sep 2026
- **Highest Share of Search**: Hard Yakka, 35.6%

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

- 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%.
- 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.

## 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.

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 |
| --- | --- | --- | --- | --- |
| FXD | 1st | 2 of 3 | 1 of 1 | 3 of 4 |
| Hard Yakka | 2nd | 3 of 3 | 1 of 1 | 4 of 4 |
| Bisley | 3rd | 3 of 3 | 0 of 1 | 3 of 4 |
| Dickies | 4th | 0 of 3 | 1 of 1 | 1 of 4 |
| Syzmik | 5th | 1 of 3 | 0 of 1 | 1 of 4 |
| King Gee | Not ranked | 0 of 3 | 0 of 1 | 0 of 4 |
| Carhartt WIP | Not ranked | 0 of 3 | 0 of 1 | 0 of 4 |
| Portwest | Not ranked | 0 of 3 | 0 of 1 | 0 of 4 |
| Ritemate | Not ranked | 0 of 3 | 0 of 1 | 0 of 4 |
| UNIT | Not ranked | 0 of 3 | 0 of 1 | 0 of 4 |

## Every AI answer about workwear brands

- Asked ChatGPT "What's the best workwear brand in Australia?": 1. FXD, 2. Hard Yakka, 3. Bisley, 4. Syzmik
- Asked ChatGPT "Which work pants are most durable for tradies?": 1. Hard Yakka, 2. FXD, 3. Bisley
- Asked ChatGPT "Which hi-vis workwear is most comfortable?": 1. Bisley, 2. Hard Yakka
- Searched Google, AI Overview "work pants": 1. FXD, 2. Dickies, 3. Hard Yakka

Not named in any answer: King Gee, Carhartt WIP, Portwest, Ritemate and UNIT.

Brands are listed in the order each answer named them. The answers were collected in Australia on October 26, 2026.

## Compare search popularity between leading brands

- [Hard Yakka vs Bisley: compare search popularity](/demand/au/compare/bisley-vs-hard-yakka): 35.6% against 19.4% Share of Search.
- [Hard Yakka vs King Gee: compare search popularity](/demand/au/compare/hard-yakka-vs-king-gee): 35.6% against 15.8% Share of Search.
- [Hard Yakka vs Syzmik: compare search popularity](/demand/au/compare/hard-yakka-vs-syzmik): 35.6% against 8.6% Share of Search.
- [Hard Yakka vs FXD: compare search popularity](/demand/au/compare/fxd-vs-hard-yakka): 35.6% against 6.8% Share of Search.
- [Bisley vs King Gee: compare search popularity](/demand/au/compare/bisley-vs-king-gee): 19.4% against 15.8% Share of Search.
- [Bisley vs Syzmik: compare search popularity](/demand/au/compare/bisley-vs-syzmik): 19.4% against 8.6% Share of Search.
- [Bisley vs FXD: compare search popularity](/demand/au/compare/bisley-vs-fxd): 19.4% against 6.8% Share of Search.
- [King Gee vs Syzmik: compare search popularity](/demand/au/compare/king-gee-vs-syzmik): 15.8% against 8.6% Share of Search.
- [King Gee vs FXD: compare search popularity](/demand/au/compare/fxd-vs-king-gee): 15.8% against 6.8% Share of Search.
- [Syzmik vs FXD: compare search popularity](/demand/au/compare/fxd-vs-syzmik): 8.6% against 6.8% Share of Search.

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

- 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.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | Hard Yakka | 35.6% | 9.9K | -18.2% | Hard Yakka |
| 2 | Bisley | 19.4% | 5.4K | -18.2% | Bisley Workwear |
| 3 | King Gee | 15.8% | 4.4K | 0.0% | King Gee |
| 4 | Syzmik | 8.6% | 2.4K | +26.3% | Syzmik |
| 5 | FXD | 6.8% | 1.9K | -20.8% | FXD |
| 6 | Carhartt WIP | 4.7% | 1.3K | -54.8% | Carhartt WIP |
| 7 | Portwest | 4.7% | 1.3K | -18.8% | Portwest |
| 8 | Ritemate | 2.6% | 720 | 0.0% | Ritemate |
| 9 | Dickies | 0.94% | 260 | -63.9% | Dickies |
| 10 | UNIT | 0.76% | 210 | -19.2% | UNIT |

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

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Hard Yakka | 12.1K | 38.7% | 1 |
| Oct 2025 | Bisley | 6.6K | 21.1% | 2 |
| Oct 2025 | King Gee | 5.4K | 17.3% | 3 |
| Oct 2025 | FXD | 1.9K | 6.1% | 4 |
| Oct 2025 | Syzmik | 1.9K | 6.1% | 5 |
| Oct 2025 | Carhartt WIP | 1.2K | 3.8% | 6 |
| Oct 2025 | Portwest | 1K | 3.2% | 7 |
| Oct 2025 | Ritemate | 720 | 2.3% | 8 |
| Oct 2025 | Dickies | 260 | 0.83% | 9 |
| Oct 2025 | UNIT | 210 | 0.67% | 10 |
| Nov 2025 | Hard Yakka | 12.1K | 39.6% | 1 |
| Nov 2025 | Bisley | 5.4K | 17.7% | 2 |
| Nov 2025 | King Gee | 5.4K | 17.7% | 3 |
| Nov 2025 | FXD | 1.9K | 6.2% | 4 |
| Nov 2025 | Syzmik | 1.9K | 6.2% | 5 |
| Nov 2025 | Carhartt WIP | 1.6K | 5.2% | 6 |
| Nov 2025 | Portwest | 1K | 3.3% | 7 |
| Nov 2025 | Ritemate | 720 | 2.4% | 8 |
| Nov 2025 | UNIT | 320 | 1% | 9 |
| Nov 2025 | Dickies | 210 | 0.69% | 10 |
| Dec 2025 | Hard Yakka | 8.1K | 37.3% | 1 |
| Dec 2025 | Bisley | 4.4K | 20.3% | 2 |
| Dec 2025 | King Gee | 3.6K | 16.6% | 3 |
| Dec 2025 | FXD | 1.6K | 7.4% | 4 |
| Dec 2025 | Syzmik | 1.3K | 6% | 5 |
| Dec 2025 | Carhartt WIP | 1.1K | 5.1% | 6 |
| Dec 2025 | Portwest | 720 | 3.3% | 7 |
| Dec 2025 | Ritemate | 480 | 2.2% | 8 |
| Dec 2025 | Dickies | 210 | 0.97% | 9 |
| Dec 2025 | UNIT | 170 | 0.78% | 10 |
| Jan 2026 | Hard Yakka | 9.9K | 35.7% | 1 |
| Jan 2026 | Bisley | 5.4K | 19.5% | 2 |
| Jan 2026 | King Gee | 4.4K | 15.9% | 3 |
| Jan 2026 | FXD | 1.9K | 6.9% | 4 |
| Jan 2026 | Syzmik | 1.9K | 6.9% | 5 |
| Jan 2026 | Carhartt WIP | 1.9K | 6.8% | 6 |
| Jan 2026 | Portwest | 1K | 3.6% | 7 |
| Jan 2026 | Ritemate | 590 | 2.1% | 8 |
| Jan 2026 | Dickies | 480 | 1.7% | 9 |
| Jan 2026 | UNIT | 260 | 0.94% | 10 |
| Feb 2026 | Hard Yakka | 9.9K | 30.6% | 1 |
| Feb 2026 | Bisley | 5.4K | 16.7% | 2 |
| Feb 2026 | Carhartt WIP | 5.3K | 16.4% | 3 |
| Feb 2026 | King Gee | 4.4K | 13.6% | 4 |
| Feb 2026 | Syzmik | 2.4K | 7.4% | 5 |
| Feb 2026 | FXD | 1.9K | 5.9% | 6 |
| Feb 2026 | Portwest | 1.6K | 4.9% | 7 |
| Feb 2026 | Ritemate | 880 | 2.7% | 8 |
| Feb 2026 | Dickies | 390 | 1.2% | 9 |
| Feb 2026 | UNIT | 210 | 0.65% | 10 |
| Mar 2026 | Hard Yakka | 9.9K | 27.9% | 1 |
| Mar 2026 | Bisley | 6.6K | 18.6% | 2 |
| Mar 2026 | King Gee | 5.4K | 15.2% | 3 |
| Mar 2026 | Carhartt WIP | 5.3K | 14.9% | 4 |
| Mar 2026 | Syzmik | 2.4K | 6.8% | 5 |
| Mar 2026 | FXD | 1.9K | 5.4% | 6 |
| Mar 2026 | Portwest | 1.6K | 4.5% | 7 |
| Mar 2026 | Dickies | 1.3K | 3.7% | 8 |
| Mar 2026 | Ritemate | 880 | 2.5% | 9 |
| Mar 2026 | UNIT | 210 | 0.59% | 10 |
| Apr 2026 | Hard Yakka | 9.9K | 28.4% | 1 |
| Apr 2026 | Bisley | 6.6K | 18.9% | 2 |
| Apr 2026 | King Gee | 5.4K | 15.5% | 3 |
| Apr 2026 | Carhartt WIP | 4.8K | 13.8% | 4 |
| Apr 2026 | Syzmik | 2.4K | 6.9% | 5 |
| Apr 2026 | FXD | 1.9K | 5.5% | 6 |
| Apr 2026 | Portwest | 1.6K | 4.6% | 7 |
| Apr 2026 | Dickies | 1.3K | 3.7% | 8 |
| Apr 2026 | Ritemate | 720 | 2.1% | 9 |
| Apr 2026 | UNIT | 210 | 0.6% | 10 |
| May 2026 | Hard Yakka | 12.1K | 30.4% | 1 |
| May 2026 | Bisley | 8.1K | 20.4% | 2 |
| May 2026 | King Gee | 5.4K | 13.6% | 3 |
| May 2026 | Carhartt WIP | 5.2K | 13.1% | 4 |
| May 2026 | FXD | 2.4K | 6% | 5 |
| May 2026 | Syzmik | 2.4K | 6% | 6 |
| May 2026 | Dickies | 1.6K | 4% | 7 |
| May 2026 | Portwest | 1.6K | 4% | 8 |
| May 2026 | Ritemate | 720 | 1.8% | 9 |
| May 2026 | UNIT | 260 | 0.65% | 10 |
| Jun 2026 | Hard Yakka | 12.1K | 31.3% | 1 |
| Jun 2026 | Bisley | 8.1K | 21% | 2 |
| Jun 2026 | King Gee | 5.4K | 14% | 3 |
| Jun 2026 | Carhartt WIP | 3.4K | 8.8% | 4 |
| Jun 2026 | FXD | 2.4K | 6.2% | 5 |
| Jun 2026 | Syzmik | 2.4K | 6.2% | 6 |
| Jun 2026 | Dickies | 1.9K | 4.9% | 7 |
| Jun 2026 | Portwest | 1.9K | 4.9% | 8 |
| Jun 2026 | Ritemate | 720 | 1.9% | 9 |
| Jun 2026 | UNIT | 320 | 0.83% | 10 |
| Jul 2026 | Hard Yakka | 9.9K | 28.5% | 1 |
| Jul 2026 | Bisley | 6.6K | 19% | 2 |
| Jul 2026 | Carhartt WIP | 5.4K | 15.6% | 3 |
| Jul 2026 | King Gee | 4.4K | 12.7% | 4 |
| Jul 2026 | FXD | 2.4K | 6.9% | 5 |
| Jul 2026 | Syzmik | 2.4K | 6.9% | 6 |
| Jul 2026 | Portwest | 1.6K | 4.6% | 7 |
| Jul 2026 | Dickies | 1K | 2.9% | 8 |
| Jul 2026 | Ritemate | 720 | 2.1% | 9 |
| Jul 2026 | UNIT | 260 | 0.75% | 10 |
| Aug 2026 | Hard Yakka | 12.1K | 36% | 1 |
| Aug 2026 | Bisley | 6.6K | 19.6% | 2 |
| Aug 2026 | King Gee | 4.4K | 13.1% | 3 |
| Aug 2026 | Carhartt WIP | 2.9K | 8.6% | 4 |
| Aug 2026 | FXD | 2.4K | 7.1% | 5 |
| Aug 2026 | Syzmik | 1.9K | 5.7% | 6 |
| Aug 2026 | Portwest | 1.6K | 4.8% | 7 |
| Aug 2026 | Dickies | 720 | 2.1% | 8 |
| Aug 2026 | Ritemate | 720 | 2.1% | 9 |
| Aug 2026 | UNIT | 260 | 0.77% | 10 |
| Sep 2026 | Hard Yakka | 9.9K | 35.6% | 1 |
| Sep 2026 | Bisley | 5.4K | 19.4% | 2 |
| Sep 2026 | King Gee | 4.4K | 15.8% | 3 |
| Sep 2026 | Syzmik | 2.4K | 8.6% | 4 |
| Sep 2026 | FXD | 1.9K | 6.8% | 5 |
| Sep 2026 | Carhartt WIP | 1.3K | 4.7% | 6 |
| Sep 2026 | Portwest | 1.3K | 4.7% | 7 |
| Sep 2026 | Ritemate | 720 | 2.6% | 8 |
| Sep 2026 | Dickies | 260 | 0.94% | 9 |
| Sep 2026 | UNIT | 210 | 0.76% | 10 |

## What is being compared

- **Bisley**: Measured on the search term “bisley workwear”.
- **Carhartt WIP**: Measured on the search terms “carhartt work pants” and “carhartt workwear”, summed into one figure.
- **Dickies**: Measured on the search term “dickies workwear”.
- **FXD**: Measured on the search term “fxd workwear”.
- **Hard Yakka**: Measured on the search term “hard yakka”.
- **King Gee**: Measured on the search term “king gee”.
- **Portwest**: Measured on the search term “portwest”.
- **Ritemate**: Measured on the search term “ritemate”.
- **Syzmik**: Measured on the search term “syzmik”.
- **UNIT**: Measured on the search term “unit workwear”.

- [Bisley](/demand/au/brands/bisley)
- [Carhartt WIP](/demand/au/brands/carhartt-wip)
- [Dickies](/demand/au/brands/dickies)
- [FXD](/demand/au/brands/fxd)
- [Hard Yakka](/demand/au/brands/hard-yakka)
- [King Gee](/demand/au/brands/king-gee)
- [Portwest](/demand/au/brands/portwest)
- [Ritemate](/demand/au/brands/ritemate)
- [Syzmik](/demand/au/brands/syzmik)
- [UNIT](/demand/au/brands/unit-workwear)

## 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

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

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.

## Cite this page

Brandwave. "Workwear brands in Australia: Which are searched most?". https://gobrandwave.com/demand/au/categories/au-workwear-brands

This page is also available as HTML at https://gobrandwave.com/demand/au/categories/au-workwear-brands. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.