Brandwave

Carhartt WIP vs UNIT:Which is more popular?

In September 2026, Carhartt WIP had more branded searches than UNIT among workwear brands in Australia. Carhartt WIP had about 1,310 branded searches, while UNIT had 210. Carhartt WIP made up 4.7% of all workwear brand searches we track, and UNIT accounted for 0.76%. When we asked ChatGPT and Google AI Overviews about workwear brands, neither Carhartt WIP nor UNIT appeared in any of the four answers.

Among workwear brands in Australia in September 2026

Who do people search for more?

Carhartt WIP, about 6 searches for every 1 for UNIT

Carhartt WIP 1.3K searchesUNIT 210 searches

Who does AI mention more?

Both were mentioned in 0 of 4 answers.

Carhartt WIP in 0 of 4UNIT in 0 of 4

Follow Carhartt WIP vs UNIT and get free monthly updates on what changed

By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy

Track your brand against a rival →

Top workwear brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, neither Carhartt WIP nor UNIT showed up in any of the four answers.

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.

Is Carhartt WIP or UNIT more popular in search?

This chart shows how often people search Google for Carhartt WIP and UNIT 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.

Carhartt WIP and UNIT among workwear brands in Australia, by month

Share of searches by month for Carhartt WIP, UNIT. 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%

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

How has the Carhartt WIP and UNIT comparison changed over the last 12 months?

3 findings
  • Carhartt WIP was ahead of UNIT in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Carhartt WIP’s share of searches among workwear brands in Australia moved from 3.8% to 4.7%, and its estimated monthly branded searches moved from 1.2K to 1.3K.
  • Across the 12 months ending September 2026, UNIT’s share of searches among workwear brands in Australia moved from 0.67% to 0.76%, and its estimated monthly branded searches held steady at 210.

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

2 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, Carhartt WIP lost share of searches among workwear brands in Australia, from 8.6% to 4.7%.

How are branded searches counted?

3 search terms

Brandwave collects information about searches that people make online using Carhartt WIP’s and UNIT’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.

Carhartt WIP

2 branded search terms

  • carhartt work pants
  • carhartt workwear

UNIT

1 branded search term

  • unit workwear

How the Brand Demand Index is measured

Other head-to-heads among workwear brands

Creator with pink hair and a pink jacket

Put your own brand in this comparison

Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.

Start free