Brandwave

How popular isFXD in search?

In August 2026, there were an estimated 1.5K branded searches for FXD in New Zealand which is up 18.6% over the last 11 months. FXD holds 25.3% estimated Share of Search among New Zealand workwear brands and is ranked 2nd of 4 competitors for search popularity.

Share of Search, August 2026
  1. Hard Yakka55.6%
  2. FXD25.3%
  3. King Gee15.2%
  4. Mongrel3.8%
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Which workwear brands compete with FXD?

FXD against workwear brands in New Zealand, by month

Share of Search by month for Hard Yakka, FXD, King Gee, Mongrel. The figures are in the table below the chart.

View monthly share of search table
MonthHard YakkaFXDKing GeeMongrel
Oct 202557.1%23.2%13.5%6.3%
Nov 202560.4%22.7%14.2%2.7%
Dec 202560.7%20.6%14.5%4.2%
Jan 202662.2%22.3%12.5%3%
Feb 202661.8%20.2%14.3%3.7%
Mar 202656.6%24.4%15.4%3.6%
Apr 202657.5%24.1%14.6%3.8%
May 202658.5%23.5%14.1%3.9%
Jun 202661.4%23.7%11%3.9%
Jul 202661.9%23.9%10.8%3.4%
Aug 202655.6%25.3%15.2%3.8%
Sep 2026————

  1. 1.Hard Yakka

    55.6%

    held 1st · 3.4K estimated branded searches · -8.2% vs prior month · -6.3 points

  2. 2.FXD

    25.3%

    held 2nd · 1.5K estimated branded searches · +8.5% vs prior month · +1.5 points

  3. 3.King Gee

    15.2%

    held 3rd · 920 estimated branded searches · +43.8% vs prior month · +4.4 points

  4. 4.Mongrel

    3.8%

    held 4th · 230 estimated branded searches · +15% vs prior month · +0.4 points

Compare search popularity between FXD and its closest rivals

How has branded search demand for FXD changed in New Zealand over the last 12 months?

  • Across the 11 months ending August 2026, estimated monthly branded searches for FXD in New Zealand rose from 1.3K to 1.5K.
  • Across the 11 months ending August 2026, FXD’s estimated Share of Search among workwear brands in New Zealand increased from 23.2% to 25.3%.
  • Across the 11 months ending August 2026, FXD’s estimated Share of Search among workwear brands in New Zealand peaked at 25.3% in August 2026 and was lowest at 20.2% in February 2026.

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

  1. In August 2026, King Gee gained estimated Share of Search among workwear brands in New Zealand, from 10.8% to 15.2%.

  2. In August 2026, FXD gained estimated Share of Search among workwear brands in New Zealand, from 23.9% to 25.3%.

  3. In August 2026, Hard Yakka lost estimated Share of Search among workwear brands in New Zealand, from 61.9% to 55.6%.

  4. Estimated monthly branded searches for Mongrel in New Zealand fell 34.3% over 11 measured months, from 350 to 230 in August 2026.

How is FXD measured?

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

11 branded search terms

  • fxd
  • fxd hoodie
  • fxd near me
  • fxd nz
  • fxd online
  • fxd pants
  • fxd shorts
  • fxd work boots
  • fxd work pants
  • fxd work shorts
  • fxd workwear

Do you work for FXD? 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

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