Brandwave

Dickies vs Hard Yakka:Which is more popular by branded search?

In August 2026, Hard Yakka had more branded searches than Dickies among workwear brands worldwide. Hard Yakka was estimated to have 18.1K branded searches compared to Dickies’ 14.8K, and held a 0.65% Share of Search versus Dickies’ 0.53%. These are worldwide searches for English-language branded terms.

Share of Search among workwear brands worldwide in August 2026Which is more popular in search, Dickies or Hard Yakka?
Dickies0.53%14.8K searches
vs
Hard Yakka0.65%18.1K searches
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Which is more popular in search, Dickies or Hard Yakka?

Compare the workwear brands tradespeople buy. 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.

Dickies and Hard Yakka among workwear brands worldwide, by month

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

View monthly share of search table
MonthCarhartt WIPHard YakkaDickiesCaterpillarBisley
Oct 202598.9%0.37%0.68%0.06%<0.01%
Nov 202599.4%0.26%0.31%0.04%<0.01%
Dec 202599.5%0.17%0.31%0.03%<0.01%
Jan 202699.3%0.3%0.37%0.05%<0.01%
Feb 202699%0.45%0.45%0.07%0.01%
Mar 202698.9%0.55%0.45%0.09%0.01%
Apr 202698.7%0.65%0.53%0.09%0.01%
May 202698.5%0.77%0.63%0.1%0.02%
Jun 202698.5%0.8%0.53%0.11%0.02%
Jul 202698.7%0.63%0.51%0.1%0.02%
Aug 202698.7%0.65%0.53%0.09%0.01%
Sep 2026—————

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

  • The lead changed hands once in the 11 months ending August 2026: Hard Yakka took it in March 2026.
  • Across the 11 months ending August 2026, Dickies’ estimated Share of Search among workwear brands worldwide moved from 0.68% to 0.53%, and its estimated monthly branded searches moved from 33.1K to 14.8K.
  • Across the 11 months ending August 2026, Hard Yakka’s estimated Share of Search among workwear brands worldwide moved from 0.37% to 0.65%, and its estimated monthly branded searches held steady at 18.1K.

How did search popularity change for workwear brands worldwide in August 2026?

  1. Estimated monthly branded searches for Dickies worldwide fell 55.3% over 11 measured months, from 33.1K to 14.8K in August 2026.

How each brand is measured

Brandwave collects information about searches that people make online using Dickies’ 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.

Dickies

1 branded search term

  • dickies overalls

Hard Yakka

1 branded search term

  • hardyakka

How the Brand Demand Index is measured

Creator with pink hair and a pink jacket

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