Brandwave

How popular isDickies in search?

In September 2026, there were an estimated 14.8K branded searches for Dickies worldwide which is down 55.3% over the last 12 months. Dickies holds 1.1% estimated Share of Search among work trousers brands worldwide and is ranked 5th of 5 competitors for search popularity. These are worldwide searches for English-language branded terms.

Share of Search, September 2026
  1. DeWalt50.8%
  2. Helly Hansen41.5%
  3. Portwest4.6%
  4. Mascot2%
  5. Dickies1.1%
Dickies website (opens in a new tab)

Follow Dickies 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

Which work trousers brands compete with Dickies?

Dickies against work trousers brands worldwide, by month

Share of Search by month for DeWalt, Helly Hansen, Portwest, Mascot, Dickies. The figures are in the table below the chart.

View monthly share of search table
MonthDeWaltHelly HansenPortwestMascotDickies
Oct 202541.1%50.3%4.5%2%2%
Nov 202537.8%56%3.4%1.9%1%
Dec 202542.8%52%2.6%1.4%1.2%
Jan 202637.9%56.4%3.4%1.3%1%
Feb 202646.6%46.6%4.2%1.5%1%
Mar 202655.1%36.9%5%1.8%1.2%
Apr 202659.9%32.8%4.4%1.6%1.3%
May 202655.6%37.2%4.1%1.8%1.2%
Jun 202659.5%32.5%5.3%1.6%1.1%
Jul 202654.5%36.5%6%1.8%1.2%
Aug 202655.6%37.2%4.1%1.8%1.2%
Sep 202650.8%41.5%4.6%2%1.1%

  1. 1.DeWalt

    50.8%

    Held 1st. 673K estimated branded searches, 0% vs prior month. Share -4.9 points.

  2. 2.Helly Hansen

    41.5%

    Held 2nd. 550K estimated branded searches, +22.2% vs prior month. Share +4.3 points.

  3. 3.Portwest

    4.6%

    Held 3rd. 60.5K estimated branded searches, +22.2% vs prior month. Share +0.5 points.

  4. 4.Mascot

    2%

    Held 4th. 27.1K estimated branded searches, +22.1% vs prior month. Share +0.2 points.

  5. 5.Dickies

    1.1%

    Held 5th. 14.8K estimated branded searches, 0% vs prior month. Share -0.1 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 33.1K to 14.8K.
  • Across the 12 months ending September 2026, Dickies’ estimated Share of Search among work trousers brands worldwide decreased from 2% to 1.1%.
  • Across the 12 months ending September 2026, Dickies’ estimated Share of Search among work trousers brands worldwide peaked at 2% in October 2025 and was lowest at 1% in November 2025.
  • Across the 12 months ending September 2026, Dickies fell from 4th to 5th among work trousers brands worldwide.

How did search popularity change for work trousers brands worldwide in September 2026?

  1. In September 2026, Helly Hansen gained estimated Share of Search among work trousers brands worldwide, from 37.2% to 41.5%.

  2. In September 2026, DeWalt lost estimated Share of Search among work trousers brands worldwide, from 55.6% to 50.8%.

  3. Estimated monthly branded searches for Dickies worldwide fell 55.3% over 12 measured months, from 33.1K to 14.8K in September 2026.

  4. Estimated monthly branded searches for Portwest worldwide fell 18.2% over 12 measured months, from 74K to 60.5K in September 2026.

  5. Estimated monthly branded searches for Mascot worldwide fell 18.1% over 12 measured months, from 33.1K to 27.1K in September 2026.

Where does Dickies compete?

Dickies is ranked in ten competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of SearchRanking
Cargo pants brands4th of 41.1%Show ranking
Work trousers brands5th of 51.1%Shown above
Overalls women brands3rd of 31.1%Show ranking
Work shirts brands4th of 51.3%Show ranking
Work pants brands3rd of 51.3%Show ranking
Cargo shorts brands4th of 41.9%Show ranking
Boiler suit brands2nd of 33.1%Show ranking
Work shorts brands2nd of 43.2%Show ranking
Workwear brands2nd of 515.9%Show ranking
Work overalls brands1st of 349.3%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 this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading.

1 branded search term

  • dickies overalls

Do you work for Dickies? To request corrections or removal please contact us via our support page and we will be happy to assist.

How the Brand Demand Index is measured

Creator with pink hair and a pink jacket

Is Dickies your brand?

Put your own campaigns, spend and outcomes next to this demand line, so you can see which of your marketing lined up with the movements above.

Start free