Dickies vs FXD:Which is more popular?
In September 2026, FXD had more branded searches than Dickies among workwear brands in Australia. FXD had about 1,900 branded searches, while Dickies had 260. FXD made up 6.8% of all workwear brand searches we track, and Dickies accounted for 0.94%. When we asked ChatGPT and Google AI Overviews about workwear brands, FXD appeared in three of the four answers and Dickies in one. FXD was mentioned before Dickies in every answer that named either.
Who do people search for more?
FXD, about 7 searches for every 1 for Dickies
Who does AI mention more?
FXD, mentioned in 3 of 4 answers, Dickies in 1
Who does AI recommend more?
FXD, named ahead of Dickies in 3 of 3 answers
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Top workwear brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and one Google AI Overview, FXD was mentioned in three out of four: in two of the three ChatGPT answers and in the 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. FXD was listed before Dickies in every answer that named either.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
- FXD1st
Hard Yakka2nd
Bisley3rd
Dickies4th
Syzmik5th
King Gee–
Carhartt WIP–
Portwest–
Ritemate–
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?”
Asked ChatGPT
“Which work pants are most durable for tradies?”
Asked ChatGPT
“Which hi-vis workwear is most comfortable?”
Searched Google, AI Overview
“workwear”
Google showed no AI Overview for this search.
Searched Google, AI Overview
“work pants”
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 Dickies or FXD more popular in search?
This chart shows how often people search Google for Dickies and FXD 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 by month for FXD, Dickies. The figures are in the table below the chart.
View monthly share of searches table
| 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% |
How has the Dickies and FXD comparison changed over the last 12 months?
3 findings
- FXD was ahead of Dickies in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Dickies’ share of searches among workwear brands in Australia moved from 0.83% to 0.94%, and its estimated monthly branded searches held steady at 260.
- Across the 12 months ending September 2026, FXD’s share of searches among workwear brands in Australia moved from 6.1% to 6.8%, and its estimated monthly branded searches held steady at 1.9K.
How did search popularity change for Australia workwear brands in September 2026?
2 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, Dickies lost share of searches among workwear brands in Australia, from 2.1% to 0.94%.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Dickies’ and FXD’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.
Other head-to-heads among workwear brands
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