Brandwave

How popular isHard Yakka?

In September 2026, people searched for Hard Yakka by name about 2,340 times in New Zealand, about the same as the previous year. These searches made up 3.6% of all New Zealand workwear brand searches, placing Hard Yakka sixth out of 14 brands. When we asked both ChatGPT and Google AI Overviews about workwear brands, Hard Yakka appeared in all answers and was the second most recommended of the 14.

Search and AI answers in September 2026

Hard Yakka is the sixth most searched of 14 competitors and the second most recommended in AI answers.

  1. SwanndriShare of searches 34%Mentioned in 2 of 5 AI answersPlace in AI recommendations 6th
  2. KaiwakaShare of searches 19.4%Mentioned in 3 of 5 AI answersPlace in AI recommendations 5th
  3. Carhartt WIPShare of searches 19.2%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  4. Cactus OutdoorShare of searches 9.1%Mentioned in 2 of 5 AI answersPlace in AI recommendations 9th
  5. Hard YakkaShare of searches 3.6%Mentioned in 5 of 5 AI answersPlace in AI recommendations 2nd

+9 more

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Top workwear brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Hard Yakka appeared in all five answers. Hard Yakka is the second most recommended of the 14.

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. Syzmik4th
  5. Kaiwaka5th
  6. Swanndri6th
  7. Bison6th
  8. King Gee8th
  9. Cactus Outdoor9th
  10. Carhartt WIP–
  11. +4 more

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Hard Yakka5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • FXD5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Bisley5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Kaiwaka3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Syzmik3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Swanndri2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Cactus Outdoor2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Bison2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • King Gee1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Carhartt WIP0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+4 more

See every answer about workwear brands

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in New Zealand on October 21, 2026.

Which workwear brands compete with Hard Yakka?

Hard Yakka against workwear brands in New Zealand, by month

Share of searches by month for Swanndri, Kaiwaka, Carhartt WIP, Cactus Outdoor, Bison, Hard Yakka, FXD, Bisley. The figures are in the table below the chart.

View monthly share of searches table
MonthSwanndriKaiwakaCarhartt WIPCactus OutdoorBisonHard YakkaFXDBisleySyzmikDickiesKing GeePortwestCaterpillarMongrel
Oct 202530.9%19.1%19.5%11%5.9%4.1%2.5%2.4%1.3%1.8%0.89%0.59%0.14%0.06%
Nov 202538.6%20%17.4%7.9%4.3%3.7%2%2.1%1.1%1.2%0.84%0.5%0.16%0.05%
Dec 202533.1%28.7%18.3%8%3.4%2.8%1.3%1.5%0.74%1%0.64%0.29%0.09%0.04%
Jan 202625.6%27.1%20.2%10.9%3.8%4.1%2.2%2.2%1.2%1.3%0.69%0.4%0.1%0.08%
Feb 202628.9%24.2%19.6%9.8%4.2%4.6%2.1%2.3%1.1%1.4%0.98%0.51%0.11%0.09%
Mar 202633.5%19.5%19.2%11.5%3.3%3.6%2.3%2.1%1.3%1.8%0.99%0.61%0.09%0.05%
Apr 202641.3%17.6%18.1%9.5%2.7%2.8%1.8%1.6%0.87%2.2%0.72%0.59%0.1%0.06%
May 202642.1%17%16.5%9.5%3.5%2.9%2%1.9%1.1%2.3%0.63%0.62%0.1%0.04%
Jun 202647.3%14.1%15.5%8.8%3.2%3.1%2%1.7%1.1%2.1%0.5%0.56%0.07%0.05%
Jul 202642.6%14.4%16.5%9.5%6.3%2.9%2%2%1.3%1.4%0.55%0.52%0.1%0.04%
Aug 202640.8%16.3%18.2%8.8%3.9%2.8%2.4%2.1%1.5%1.4%0.94%0.72%0.11%0.03%
Sep 202634%19.4%19.2%9.1%5%3.6%2.8%2.3%1.5%1.4%0.97%0.66%0.1%0.06%

  1. 1.Swanndri

    34%

    Held 1st. 16.5K estimated branded searches, -34.2% vs prior month. Share -6.8 points.

  2. 2.Kaiwaka

    19.4%

    Moved from 3rd to 2nd. 9.4K estimated branded searches, -6% vs prior month. Share +3.1 points.

  3. 3.Carhartt WIP

    19.2%

    Moved from 2nd to 3rd. 9.3K estimated branded searches, -16.8% vs prior month. Share +1 points.

  4. 4.Cactus Outdoor

    9.1%

    Held 4th. 4.4K estimated branded searches, -18.5% vs prior month. Share +0.3 points.

  5. 5.Bison

    5%

    Held 5th. 2.4K estimated branded searches, 0% vs prior month. Share +1 points.

  6. 6.Hard Yakka

    3.6%

    Held 6th. 1.8K estimated branded searches, +1.7% vs prior month. Share +0.8 points.

  7. 7.FXD

    2.8%

    Held 7th. 1.4K estimated branded searches, -6.8% vs prior month. Share +0.4 points.

  8. 8.Bisley

    2.3%

    Held 8th. 1.1K estimated branded searches, -13.1% vs prior month. Share +0.2 points.

  9. 9.Syzmik

    1.5%

    Held 9th. 710 estimated branded searches, -24.5% vs prior month. Share -0.1 points.

  10. 10.Dickies

    1.4%

    Held 10th. 690 estimated branded searches, -20.7% vs prior month. Share 0 points.

  11. 11.King Gee

    0.97%

    Held 11th. 470 estimated branded searches, -19% vs prior month. Share 0 points.

  12. 12.Portwest

    0.66%

    Held 12th. 320 estimated branded searches, -27.3% vs prior month. Share -0.1 points.

  13. 13.Caterpillar

    0.1%

    Held 13th. 50 estimated branded searches, -28.6% vs prior month. Share 0 points.

  14. 14.Mongrel

    0.06%

    Held 14th. 30 estimated branded searches, +50% vs prior month. Share 0 points.

Compare popularity between Hard Yakka and its closest rivals

Every comparison with Hard Yakka

21 comparisons

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

2 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Hard Yakka in New Zealand held steady, from 2.4K to 2.3K.
  • Across the 12 months ending September 2026, Hard Yakka’s share of searches among workwear brands in New Zealand peaked at 4.6% in February 2026 and was lowest at 2.8% in April 2026.

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

6 changes

  1. In September 2026, Kaiwaka overtook Carhartt WIP to rank 2nd among workwear brands in New Zealand, with 19.4% of the searches.

  2. In September 2026, Bison gained share of searches among workwear brands in New Zealand, from 3.9% to 5%.

  3. In September 2026, Carhartt WIP gained share of searches among workwear brands in New Zealand, from 18.2% to 19.2%.

  4. In September 2026, Hard Yakka gained share of searches among workwear brands in New Zealand, from 2.8% to 3.6%.

  5. In September 2026, Swanndri lost share of searches among workwear brands in New Zealand, from 40.8% to 34%.

  6. FXD’s share of searches among workwear brands in New Zealand has gained ground for 3 months in a row, from 2% to 2.8% in September 2026.

How are Hard Yakka’s branded searches counted?

8 search terms

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

  • hard yakka boots
  • hard yakka clothing
  • hard yakka overalls
  • hard yakka pants
  • hard yakka shirts
  • hard yakka shorts
  • hardyakka
  • hardyakka shorts

Do you work for Hard Yakka? 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

Where does Hard Yakka compete?

Hard Yakka is ranked in three competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Cargo shorts brands6th of 100.6%Show ranking
Cargo pants brands5th of 70.75%Show ranking
Workwear brands6th of 143.6%Shown above
Creator with pink hair and a pink jacket

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