--- title: "FXD vs Hard Yakka: Which is searched more in Australia?" description: "Is FXD or Hard Yakka more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Workwear brands set in Australia. 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/compare/fxd-vs-hard-yakka" publisher: "Brandwave" --- # FXD vs Hard Yakka: Which is searched more in Australia? Is FXD or Hard Yakka more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Workwear brands set in Australia. 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 - **Compared**: FXD and Hard Yakka - **Competitive set**: Workwear brands - **Market**: Australia - **Month measured**: Sep 2026 - **FXD Share of Search**: 6.8% - **Hard Yakka Share of Search**: 35.6% ## Is FXD or Hard Yakka more popular in search? - In September 2026, Hard Yakka had more branded searches than FXD among workwear brands in Australia. Hard Yakka had about 9,900 branded searches, while FXD had 1,900. Hard Yakka made up 35.6% of all workwear brand searches we track, and FXD accounted for 6.8%. - Hard Yakka was ahead of FXD in every measured month of the 12 months ending September 2026. - 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. - Across the 12 months ending September 2026, Hard Yakka’s share of searches among workwear brands in Australia moved from 38.7% to 35.6%, and its estimated monthly branded searches moved from 12.1K to 9.9K. ## Top workwear brands in ChatGPT and Google AI Overviews In three ChatGPT questions and one Google AI Overview, Hard Yakka appeared in all four answers. FXD was mentioned in three out of four: in two of the three ChatGPT answers and in the Google AI Overview. FXD and Hard Yakka were each listed first in two of the four answers. 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. ## 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. - 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. ## Month by month | Month | FXD estimated searches | FXD Share of Search | FXD rank | Hard Yakka estimated searches | Hard Yakka Share of Search | Hard Yakka rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 1.9K | 6.1% | 4 | 12.1K | 38.7% | 1 | | Nov 2025 | 1.9K | 6.2% | 4 | 12.1K | 39.6% | 1 | | Dec 2025 | 1.6K | 7.4% | 4 | 8.1K | 37.3% | 1 | | Jan 2026 | 1.9K | 6.9% | 4 | 9.9K | 35.7% | 1 | | Feb 2026 | 1.9K | 5.9% | 6 | 9.9K | 30.6% | 1 | | Mar 2026 | 1.9K | 5.4% | 6 | 9.9K | 27.9% | 1 | | Apr 2026 | 1.9K | 5.5% | 6 | 9.9K | 28.4% | 1 | | May 2026 | 2.4K | 6% | 5 | 12.1K | 30.4% | 1 | | Jun 2026 | 2.4K | 6.2% | 5 | 12.1K | 31.3% | 1 | | Jul 2026 | 2.4K | 6.9% | 5 | 9.9K | 28.5% | 1 | | Aug 2026 | 2.4K | 7.1% | 5 | 12.1K | 36% | 1 | | Sep 2026 | 1.9K | 6.8% | 5 | 9.9K | 35.6% | 1 | ## How each brand is measured Brandwave collects information about searches that people make online using FXD’s and Hard Yakka’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. - **FXD**: Measured on the search term “fxd workwear”. - **Hard Yakka**: Measured on the search term “hard yakka”. - [FXD profile](/demand/au/brands/fxd) - [Hard Yakka profile](/demand/au/brands/hard-yakka) - [All workwear brands in Australia](/demand/au/categories/au-workwear-brands): The set both shares are measured inside, 10 brands. ## 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 ### Is FXD or Hard Yakka more popular in search? In September 2026, Hard Yakka had more branded searches than FXD among workwear brands in Australia. Hard Yakka had about 9,900 branded searches, while FXD had 1,900. Hard Yakka made up 35.6% of all workwear brand searches we track, and FXD accounted for 6.8%. ## Cite this page Brandwave. "FXD vs Hard Yakka: Which is searched more in Australia?". https://gobrandwave.com/demand/au/compare/fxd-vs-hard-yakka This page is also available as HTML at https://gobrandwave.com/demand/au/compare/fxd-vs-hard-yakka. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.