Brandwave

Workwear brands in New Zealand:Which brands are most popular in search?

In August 2026, Hard Yakka was the most searched among workwear brands in New Zealand, with an estimated 3.4K branded searches and 55.6% estimated Share of Search within this set.

Share of Search, August 2026
  1. Hard Yakka55.6%
  2. FXD25.3%
  3. King Gee15.2%
  4. Mongrel3.8%

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Share of SearchLeaderboard

Compare the workwear brands New Zealand tradies and workers 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.

Share of Search among 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————

This month’s ranking, August 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 leading brands

Which brand is most popular in search among workwear brands in New Zealand?

In August 2026, Hard Yakka was the most searched among workwear brands in New Zealand, with an estimated 3.4K branded searches and 55.6% estimated Share of Search within this set. FXD is in 2nd place, 30.3 percentage points behind at 25.3% Share of Search.

New Zealand workwear brands, last 12 months ending September 2026
BrandShare of SearchPeakLowRank
Hard Yakka57.1% → 55.6%62.2%Jan 202655.6%Aug 20261st
FXD23.2% → 25.3%25.3%Aug 202620.2%Feb 20262nd
King Gee13.5% → 15.2%15.4%Mar 202610.8%Jul 20263rd
Mongrel6.3% → 3.8%6.3%Oct 20252.7%Nov 20254th

Each finding as a sentence

  • Across the 11 months ending August 2026, Hard Yakka’s estimated Share of Search among workwear brands in New Zealand decreased from 57.1% to 55.6%.
  • 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, King Gee’s estimated Share of Search among workwear brands in New Zealand increased from 13.5% to 15.2%.
  • Across the 11 months ending August 2026, Mongrel’s estimated Share of Search among workwear brands in New Zealand decreased from 6.3% to 3.8%.
  • Across the 11 months ending August 2026, Hard Yakka’s estimated Share of Search among workwear brands in New Zealand peaked at 62.2% in January 2026 and was lowest at 55.6% in August 2026.
  • 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.
  • Across the 11 months ending August 2026, King Gee’s estimated Share of Search among workwear brands in New Zealand peaked at 15.4% in March 2026 and was lowest at 10.8% in July 2026.
  • Across the 11 months ending August 2026, Mongrel’s estimated Share of Search among workwear brands in New Zealand peaked at 6.3% in October 2025 and was lowest at 2.7% in November 2025.

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.

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