Brandwave

Hard Yakka vs Portwest:Which is more popular?

In September 2026, Hard Yakka had more branded searches than Portwest among workwear brands in Australia. Hard Yakka had about 9,900 branded searches, while Portwest had 1,300. Hard Yakka made up 35.6% of all workwear brand searches we track, and Portwest accounted for 4.7%. When we asked ChatGPT and Google AI Overviews about workwear brands, Hard Yakka appeared in all four answers and Portwest in none.

Among workwear brands in Australia in September 2026

Who do people search for more?

Hard Yakka, about 8 searches for every 1 for Portwest

Hard Yakka 9.9K searchesPortwest 1.3K searches

Who does AI mention more?

Hard Yakka, mentioned in every answer we collected

Hard Yakka in 4 of 4Portwest in 0 of 4

Who does AI recommend more?

Hard Yakka, the only one of the two named

Hard Yakka first in 4Portwest never named

Follow Hard Yakka vs Portwest 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, Hard Yakka appeared in all four answers. Portwest did not appear 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 Hard Yakka or Portwest more popular in search?

This chart shows how often people search Google for Hard Yakka and Portwest 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.

Hard Yakka and Portwest among workwear brands in Australia, by month

Share of searches by month for Hard Yakka, Portwest. 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%

How has the Hard Yakka and Portwest comparison changed over the last 12 months?

3 findings
  • Hard Yakka was ahead of Portwest in every measured month of the 12 months ending September 2026.
  • 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.
  • Across the 12 months ending September 2026, Portwest’s share of searches among workwear brands in Australia moved from 3.2% to 4.7%, and its estimated monthly branded searches moved from 1K to 1.3K.

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

2 changes

  1. Estimated monthly branded searches for Portwest in Australia rose 30% over 12 measured months, from 1K to 1.3K in September 2026.

  2. 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?

2 search terms

Brandwave collects information about searches that people make online using Hard Yakka’s and Portwest’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.

Hard Yakka

1 branded search term

  • hard yakka

Portwest

1 branded search term

  • portwest

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