Brandwave

How popular isDickies in search?

In September 2026, there were an estimated 32.5K branded searches for Dickies worldwide which is down 62% over the last 12 months. Dickies holds 49.5% estimated Share of Search among boiler suit brands worldwide and is ranked 1st of 3 competitors for search popularity. These are worldwide searches for English-language branded terms.

Share of Search, September 2026
  1. Dickies49.5%
  2. Hard Yakka49.5%
  3. Carhartt1.1%
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Which boiler suit brands compete with Dickies?

Dickies against boiler suit brands worldwide, by month

Share of Search by month for Dickies, Hard Yakka. The figures are in the table below the chart.

View monthly share of search table
MonthDickiesHard YakkaCarhartt
Oct 202564.2%35.1%0.62%
Nov 202554.6%44.5%0.96%
Dec 202563.6%34.7%1.7%
Jan 202654.4%44.5%1.2%
Feb 202649.5%49.5%1.1%
Mar 202644.6%54.6%0.78%
Apr 202644.7%54.7%0.63%
May 202644.7%54.7%0.63%
Jun 202639.9%59.7%0.46%
Jul 202644.7%54.7%0.52%
Aug 202644.8%54.7%0.51%
Sep 202649.5%49.5%1.1%

  1. 1.Dickies

    49.5%

    Moved from 2nd to 1st. 14.8K estimated branded searches, 0% vs prior month. Share +4.7 points.

  2. 2.Hard Yakka

    49.5%

    Moved from 1st to 2nd. 14.8K estimated branded searches, -18.2% vs prior month. Share -5.3 points.

  3. 3.Carhartt

    1.1%

    Held 3rd. 320 estimated branded searches, +88.2% vs prior month. Share +0.6 points.

Compare search popularity between Dickies and its closest rivals

Every comparison with Dickies

How has branded search demand for Dickies changed worldwide over the last 12 months?

  • Across the 12 months ending September 2026, estimated monthly branded searches for Dickies worldwide fell from 85.5K to 32.5K.
  • Across the 12 months ending September 2026, Dickies’ estimated Share of Search among boiler suit brands worldwide decreased from 64.2% to 49.5%.
  • Across the 12 months ending September 2026, Dickies’ estimated Share of Search among boiler suit brands worldwide peaked at 64.2% in October 2025 and was lowest at 39.9% in June 2026.

How did search popularity change for boiler suit brands worldwide in September 2026?

  1. In September 2026, Dickies overtook Hard Yakka to become the leader among boiler suit brands worldwide, with 49.5% estimated Share of Search.

  2. In September 2026, Carhartt gained estimated Share of Search among boiler suit brands worldwide, from 0.51% to 1.1%.

  3. In September 2026, Hard Yakka lost estimated Share of Search among boiler suit brands worldwide, from 54.7% to 49.5%.

Where does Dickies compete?

Dickies is ranked in nine competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of SearchRanking
Work trousers brands5th of 51.1%Show ranking
Cargo pants brands4th of 41.5%Show ranking
Cargo shorts brands4th of 40.91%Show ranking
Workwear brands2nd of 515.4%Show ranking
Work pants brands2nd of 435.4%Show ranking
Work shirts brands2nd of 435.4%Show ranking
Work overalls brands1st of 349.3%Show ranking
Boiler suit brands1st of 349.5%Shown above
Work shorts brands1st of 485.2%Show ranking

How is Dickies measured?

Brandwave collects information about searches that people make online using Dickies’ name. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brand is growing, holding steady, or fading.

3 branded search terms

  • dickies cargo pants
  • dickies cargo shorts
  • dickies overalls

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How the Brand Demand Index is measured

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