Brandwave

Dickies vs Lee:Which is more popular?

In September 2026, Lee had more branded searches than Dickies among cargo pants brands in New Zealand. Lee had about 320 branded searches, while Dickies had 40. Lee made up 0.11% of all cargo pants brand searches we track, and Dickies accounted for 0.01%. When we asked ChatGPT and Google AI Overviews about cargo pants brands, Dickies appeared in three of the five answers and Lee in none.

Among cargo pants brands in New Zealand in September 2026

Who do people search for more?

Lee, about 8 searches for every 1 for Dickies

Lee 320 searchesDickies 40 searches

Who does AI mention more?

Dickies, mentioned in 3 of 5 answers, Lee in 0

Dickies in 3 of 5Lee in 0 of 5

Who does AI recommend more?

Dickies, the only one of the two named

Dickies first in 3Lee never named

Follow Dickies vs Lee 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

Track your brand against a rival →

Top cargo pants brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Dickies was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. Lee did not appear in any of the five answers.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Dickies1st
  2. Kathmandu2nd
  3. I Love Ugly3rd
  4. Cotton On4th
  5. Hard Yakka5th
  6. Levi's–
  7. Lee–

Mentioned by AI

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

  • Kathmandu4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Cotton On3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • I Love Ugly3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Dickies3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Hard Yakka2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Levi's0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Lee0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about cargo pants 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 20, 2026.

Is Dickies or Lee more popular in search?

This chart shows how often people search Google for Dickies and Lee by name. Each line represents a brand's share of searches for all seven cargo pants brands we track, month by month, from searches in New Zealand.

Dickies and Lee among cargo pants brands in New Zealand, by month

Share of searches by month for Lee, Dickies. The figures are in the table below the chart.

View monthly share of searches table
MonthCotton OnKathmanduI Love UglyLevi'sHard YakkaLeeDickies
Oct 202569.2%20.7%8%1.1%0.77%0.14%0.01%
Nov 202565.3%19.5%14%0.67%0.46%0.09%<0.01%
Dec 202568.8%22%8.2%0.56%0.38%0.06%<0.01%
Jan 202666.5%25.6%6.3%0.78%0.72%0.11%<0.01%
Feb 202669.9%21.7%6.7%0.84%0.76%0.14%0.01%
Mar 202669.1%21.1%8.2%0.89%0.65%0.12%<0.01%
Apr 202667%24.9%6.5%0.76%0.69%0.11%<0.01%
May 202668.4%21.6%8.1%0.94%0.77%0.14%<0.01%
Jun 202661%28.1%8.8%0.97%0.94%0.16%<0.01%
Jul 202661.9%28.9%7.3%0.86%0.86%0.16%<0.01%
Aug 202662.3%22.6%13.1%1%0.74%0.16%<0.01%
Sep 202669.4%20.7%8%1.1%0.75%0.11%0.01%

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

3 findings
  • Lee was ahead of Dickies in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Dickies’ share of searches among cargo pants brands in New Zealand held steady at 0.01%, and its estimated monthly branded searches held steady at 40.
  • Across the 12 months ending September 2026, Lee’s share of searches among cargo pants brands in New Zealand moved from 0.14% to 0.11%, and its estimated monthly branded searches moved from 390 to 320.

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

1 change

  1. Estimated monthly branded searches for Lee in New Zealand fell 17.9% over 12 measured months, from 390 to 320 in September 2026.

How are branded searches counted?

2 search terms

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

  • coveralls dickies

Lee

1 branded search term

  • lee jeans

How the Brand Demand Index is measured

Other head-to-heads among cargo pants brands

Creator with pink hair and a pink jacket

Put your own brand in this comparison

Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.

Start free