---
title: "Farm clothing brands in New Zealand: Which are searched most?"
description: "Compare the farm clothing brands New Zealand farmers wear. Share of Search among Swanndri, Stoney Creek, Kaiwaka, Swazi, Betacraft and Line 7, the farm clothing brands Brandwave compares in New Zealand, using the same methodology, market, and reporting period. 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."
canonical: "https://gobrandwave.com/demand/nz/categories/nz-farm-clothing-brands"
publisher: "Brandwave"
---

# Farm clothing brands in New Zealand: Which are searched most?

Compare the farm clothing brands New Zealand farmers wear. Share of Search among Swanndri, Stoney Creek, Kaiwaka, Swazi, Betacraft and Line 7, the farm clothing brands Brandwave compares in New Zealand, using the same methodology, market, and reporting period. 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.

## Key facts

- **Competitive set**: Farm clothing brands
- **Market**: New Zealand
- **Brands compared**: 6
- **Month measured**: Sep 2026
- **Highest Share of Search**: Swanndri, 40.3%

## Which brand is most popular in search among farm clothing brands in New Zealand?

- In September 2026, Swanndri was the most searched among farm clothing brands in New Zealand, with an estimated 16.7K branded searches, 40.3% of all searches for the six we track.
- Stoney Creek is in 2nd place, 16.4 percentage points behind at 23.9%.
- Across the 12 months ending September 2026, Stoney Creek’s share of searches among farm clothing brands in New Zealand increased from 21.4% to 23.9%.
- Across the 12 months ending September 2026, Kaiwaka’s share of searches among farm clothing brands in New Zealand decreased from 24.9% to 22.7%.
- Across the 12 months ending September 2026, Swanndri’s share of searches among farm clothing brands in New Zealand peaked at 48.4% in June 2026 and was lowest at 33.2% in January 2026.
- Across the 12 months ending September 2026, Stoney Creek’s share of searches among farm clothing brands in New Zealand peaked at 24.5% in June 2026 and was lowest at 20.4% in December 2025.
- Across the 12 months ending September 2026, Kaiwaka’s share of searches among farm clothing brands in New Zealand peaked at 34.7% in January 2026 and was lowest at 14.2% in June 2026.
- Across the 12 months ending September 2026, Swazi’s share of searches among farm clothing brands in New Zealand peaked at 10.7% in March 2026 and was lowest at 7% in December 2025.
- Across the 12 months ending September 2026, Betacraft’s share of searches among farm clothing brands in New Zealand peaked at 2.9% in August 2026 and was lowest at 0.99% in December 2025.
- Across the 12 months ending September 2026, Stoney Creek rose from 3rd to 2nd among farm clothing brands in New Zealand.
- Across the 12 months ending September 2026, Kaiwaka fell from 2nd to 3rd among farm clothing brands in New Zealand.
- Across the 12 months ending September 2026, Swanndri, Swazi, Betacraft and Line 7 held steady: their share of searches among farm clothing brands in New Zealand each moved less than 0.5 percentage points.

## Top farm clothing brands in ChatGPT and Google AI Overviews

In Brandwave's three ChatGPT questions and one Google AI Overview, Kaiwaka appeared every time. Stoney Creek was recommended most often, coming first in one out of four answers. Kaiwaka was second, and Swanndri was third.

Brands get a higher AI rank if they are mentioned earlier in the answers that list options.

| Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it |
| --- | --- | --- | --- | --- |
| Stoney Creek | 1st | 3 of 3 | 0 of 1 | 3 of 4 |
| Kaiwaka | 2nd | 3 of 3 | 1 of 1 | 4 of 4 |
| Swanndri | 3rd | 2 of 3 | 0 of 1 | 2 of 4 |
| Swazi | 4th | 1 of 3 | 1 of 1 | 2 of 4 |
| Betacraft | 5th | 1 of 3 | 0 of 1 | 1 of 4 |
| Line 7 | 5th | 1 of 3 | 0 of 1 | 1 of 4 |

## Every AI answer about farm clothing brands

- Asked ChatGPT "Which farm clothing brand should I buy in New Zealand?": 1. Swanndri, 2. Stoney Creek, 3. Kaiwaka, 4. Line 7
- Asked ChatGPT "What are the best farm clothing brands in New Zealand?": 1. Swanndri, 2. Stoney Creek, 3. Kaiwaka, 4. Betacraft
- Asked ChatGPT "What's the best farm clothing brand in New Zealand for wet weather work?": 1. Stoney Creek, 2. Swazi, 3. Kaiwaka
- Searched Google, AI Overview "farm clothing nz": 1. Kaiwaka, 2. Swazi

Brands are listed in the order each answer named them. The answers were collected in New Zealand on October 21, 2026.

## Compare search popularity between leading brands

- [Swanndri vs Stoney Creek: compare search popularity](/demand/nz/compare/stoney-creek-vs-swanndri): 40.3% against 23.9% Share of Search.
- [Swanndri vs Kaiwaka: compare search popularity](/demand/nz/compare/kaiwaka-vs-swanndri): 40.3% against 22.7% Share of Search.
- [Swanndri vs Swazi: compare search popularity](/demand/nz/compare/swanndri-vs-swazi): 40.3% against 9.2% Share of Search.
- [Swanndri vs Betacraft: compare search popularity](/demand/nz/compare/betacraft-vs-swanndri): 40.3% against 2.4% Share of Search.
- [Stoney Creek vs Kaiwaka: compare search popularity](/demand/nz/compare/kaiwaka-vs-stoney-creek): 23.9% against 22.7% Share of Search.
- [Stoney Creek vs Swazi: compare search popularity](/demand/nz/compare/stoney-creek-vs-swazi): 23.9% against 9.2% Share of Search.
- [Stoney Creek vs Betacraft: compare search popularity](/demand/nz/compare/betacraft-vs-stoney-creek): 23.9% against 2.4% Share of Search.
- [Kaiwaka vs Swazi: compare search popularity](/demand/nz/compare/kaiwaka-vs-swazi): 22.7% against 9.2% Share of Search.
- [Kaiwaka vs Betacraft: compare search popularity](/demand/nz/compare/betacraft-vs-kaiwaka): 22.7% against 2.4% Share of Search.
- [Swazi vs Betacraft: compare search popularity](/demand/nz/compare/betacraft-vs-swazi): 9.2% against 2.4% Share of Search.

## How did search popularity change for New Zealand farm clothing brands in September 2026?

- In September 2026, Kaiwaka gained share of searches among farm clothing brands in New Zealand, from 18% to 22.7%.
- In September 2026, Stoney Creek gained share of searches among farm clothing brands in New Zealand, from 21.8% to 23.9%.
- In September 2026, Swanndri lost share of searches among farm clothing brands in New Zealand, from 45.5% to 40.3%.
- In September 2026, Swazi lost share of searches among farm clothing brands in New Zealand, from 10.4% to 9.2%.
- Estimated monthly branded searches for Betacraft in New Zealand rose 13.6% over 12 measured months, from 880 to 1K in September 2026.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | Swanndri | 40.3% | 16.7K | -34.0% | Swanndri |
| 2 | Stoney Creek | 23.9% | 9.9K | -18.2% | Stoney Creek |
| 3 | Kaiwaka | 22.7% | 9.4K | -6.0% | Kaiwaka Clothing |
| 4 | Swazi | 9.2% | 3.8K | -34.3% | Swazi |
| 5 | Betacraft | 2.4% | 1K | -37.5% | Betacraft |
| 6 | Line 7 | 1.5% | 600 | -15.5% | Line 7 |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Swanndri | 15.3K | 40.6% | 1 |
| Oct 2025 | Kaiwaka | 9.4K | 24.9% | 2 |
| Oct 2025 | Stoney Creek | 8.1K | 21.4% | 3 |
| Oct 2025 | Swazi | 3.5K | 9.3% | 4 |
| Oct 2025 | Betacraft | 880 | 2.3% | 5 |
| Oct 2025 | Line 7 | 560 | 1.5% | 6 |
| Nov 2025 | Swanndri | 21.7K | 42.8% | 1 |
| Nov 2025 | Stoney Creek | 12.1K | 23.9% | 2 |
| Nov 2025 | Kaiwaka | 11.2K | 22.1% | 3 |
| Nov 2025 | Swazi | 4.1K | 8.1% | 4 |
| Nov 2025 | Betacraft | 880 | 1.7% | 5 |
| Nov 2025 | Line 7 | 650 | 1.3% | 6 |
| Dec 2025 | Swanndri | 18.3K | 37.8% | 1 |
| Dec 2025 | Kaiwaka | 15.8K | 32.6% | 2 |
| Dec 2025 | Stoney Creek | 9.9K | 20.4% | 3 |
| Dec 2025 | Swazi | 3.4K | 7% | 4 |
| Dec 2025 | Line 7 | 600 | 1.2% | 5 |
| Dec 2025 | Betacraft | 480 | 0.99% | 6 |
| Jan 2026 | Kaiwaka | 13.4K | 34.7% | 1 |
| Jan 2026 | Swanndri | 12.8K | 33.2% | 2 |
| Jan 2026 | Stoney Creek | 8.1K | 21% | 3 |
| Jan 2026 | Swazi | 3.1K | 8% | 4 |
| Jan 2026 | Line 7 | 600 | 1.6% | 5 |
| Jan 2026 | Betacraft | 590 | 1.5% | 6 |
| Feb 2026 | Swanndri | 13.2K | 36.4% | 1 |
| Feb 2026 | Kaiwaka | 10.9K | 30.1% | 2 |
| Feb 2026 | Stoney Creek | 8.1K | 22.4% | 3 |
| Feb 2026 | Swazi | 3K | 8.2% | 4 |
| Feb 2026 | Betacraft | 590 | 1.6% | 5 |
| Feb 2026 | Line 7 | 490 | 1.4% | 6 |
| Mar 2026 | Swanndri | 19.5K | 38.8% | 1 |
| Mar 2026 | Stoney Creek | 12.1K | 24.1% | 2 |
| Mar 2026 | Kaiwaka | 11.2K | 22.3% | 3 |
| Mar 2026 | Swazi | 5.3K | 10.7% | 4 |
| Mar 2026 | Betacraft | 1.3K | 2.6% | 5 |
| Mar 2026 | Line 7 | 740 | 1.5% | 6 |
| Apr 2026 | Swanndri | 29.3K | 45.5% | 1 |
| Apr 2026 | Stoney Creek | 14.8K | 23% | 2 |
| Apr 2026 | Kaiwaka | 12.3K | 19.1% | 3 |
| Apr 2026 | Swazi | 5.8K | 9% | 4 |
| Apr 2026 | Betacraft | 1.3K | 2% | 5 |
| Apr 2026 | Line 7 | 800 | 1.2% | 6 |
| May 2026 | Swanndri | 29.7K | 45.9% | 1 |
| May 2026 | Stoney Creek | 14.8K | 22.9% | 2 |
| May 2026 | Kaiwaka | 11.8K | 18.2% | 3 |
| May 2026 | Swazi | 6.8K | 10.6% | 4 |
| May 2026 | Betacraft | 880 | 1.4% | 5 |
| May 2026 | Line 7 | 740 | 1.1% | 6 |
| Jun 2026 | Swanndri | 35.8K | 48.4% | 1 |
| Jun 2026 | Stoney Creek | 18.1K | 24.5% | 2 |
| Jun 2026 | Kaiwaka | 10.5K | 14.2% | 3 |
| Jun 2026 | Swazi | 7.2K | 9.7% | 4 |
| Jun 2026 | Betacraft | 1.6K | 2.2% | 5 |
| Jun 2026 | Line 7 | 850 | 1.1% | 6 |
| Jul 2026 | Swanndri | 29.8K | 47.1% | 1 |
| Jul 2026 | Stoney Creek | 14.8K | 23.4% | 2 |
| Jul 2026 | Kaiwaka | 10K | 15.8% | 3 |
| Jul 2026 | Swazi | 6.3K | 10% | 4 |
| Jul 2026 | Betacraft | 1.6K | 2.5% | 5 |
| Jul 2026 | Line 7 | 740 | 1.2% | 6 |
| Aug 2026 | Swanndri | 25.2K | 45.5% | 1 |
| Aug 2026 | Stoney Creek | 12.1K | 21.8% | 2 |
| Aug 2026 | Kaiwaka | 10K | 18% | 3 |
| Aug 2026 | Swazi | 5.8K | 10.4% | 4 |
| Aug 2026 | Betacraft | 1.6K | 2.9% | 5 |
| Aug 2026 | Line 7 | 710 | 1.3% | 6 |
| Sep 2026 | Swanndri | 16.7K | 40.3% | 1 |
| Sep 2026 | Stoney Creek | 9.9K | 23.9% | 2 |
| Sep 2026 | Kaiwaka | 9.4K | 22.7% | 3 |
| Sep 2026 | Swazi | 3.8K | 9.2% | 4 |
| Sep 2026 | Betacraft | 1K | 2.4% | 5 |
| Sep 2026 | Line 7 | 600 | 1.5% | 6 |

## What is being compared

- **Betacraft**: Measured on the search term “betacraft”.
- **Kaiwaka**: Measured on the search terms “kaiwaka” and “kaiwaka clothing”, summed into one figure.
- **Line 7**: Measured on the search terms “line 7” and “line 7 clothing”, summed into one figure.
- **Stoney Creek**: Measured on the search terms “stoney creek” and “stoneycreek”, summed into one figure.
- **Swanndri**: Measured on the search terms “swanndri”, “swanndri bush shirt”, “swanndri clothing”, “swanndri coat”, “swanndri hoodie”, “swanndri jersey”, “swanndri oilskin”, “swanndri oilskin vest”, “swanndri outlet”, “swanndri quarter zip”, “swanndri sale”, “swanndri shirts”, “swanndri stores”, “swanndri tower junction” and “swanndri vest”, summed into one figure.
- **Swazi**: Measured on the search terms “swazi”, “swazi bush shirt”, “swazi coat”, “swazi fleece”, “swazi gear”, “swazi hi vis”, “swazi puffer jacket”, “swazi rain gear” and “swazi the hood”, summed into one figure.

- [Betacraft](/demand/nz/brands/betacraft)
- [Kaiwaka](/demand/nz/brands/kaiwaka)
- [Line 7](/demand/nz/brands/line-7)
- [Stoney Creek](/demand/nz/brands/stoney-creek)
- [Swanndri](/demand/nz/brands/swanndri)
- [Swazi](/demand/nz/brands/swazi)

## Methodology

- [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused.

## Frequently asked questions

### Which brand is most popular in search among farm clothing brands in New Zealand?

In September 2026, Swanndri was the most searched among farm clothing brands in New Zealand, with an estimated 16.7K branded searches, 40.3% of all searches for the six we track.

## Cite this page

Brandwave. "Farm clothing brands in New Zealand: Which are searched most?". https://gobrandwave.com/demand/nz/categories/nz-farm-clothing-brands

This page is also available as HTML at https://gobrandwave.com/demand/nz/categories/nz-farm-clothing-brands. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.