---
title: "Workwear brands in New Zealand: Which brands are most popular in search?"
description: "Compare the workwear brands New Zealand tradies and workers buy. Share of Search among Hard Yakka, FXD, King Gee and Mongrel, the workwear 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-workwear-brands"
publisher: "Brandwave"
---

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

Compare the workwear brands New Zealand tradies and workers buy. Share of Search among Hard Yakka, FXD, King Gee and Mongrel, the workwear 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**: Workwear brands
- **Market**: New Zealand
- **Brands compared**: 4
- **Month measured**: Aug 2026
- **Highest Share of Search**: Hard Yakka, 55.6%

## 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.
- 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.

## Compare search popularity between leading brands

- [Hard Yakka vs FXD: compare search popularity](/demand/nz/compare/fxd-vs-hard-yakka): 55.6% against 25.3% Share of Search.
- [Hard Yakka vs King Gee: compare search popularity](/demand/nz/compare/hard-yakka-vs-king-gee): 55.6% against 15.2% Share of Search.
- [Hard Yakka vs Mongrel: compare search popularity](/demand/nz/compare/hard-yakka-vs-mongrel): 55.6% against 3.8% Share of Search.
- [FXD vs King Gee: compare search popularity](/demand/nz/compare/fxd-vs-king-gee): 25.3% against 15.2% Share of Search.
- [FXD vs Mongrel: compare search popularity](/demand/nz/compare/fxd-vs-mongrel): 25.3% against 3.8% Share of Search.
- [King Gee vs Mongrel: compare search popularity](/demand/nz/compare/king-gee-vs-mongrel): 15.2% against 3.8% Share of Search.

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

- In August 2026, King Gee gained estimated Share of Search among workwear brands in New Zealand, from 10.8% to 15.2%.
- In August 2026, FXD gained estimated Share of Search among workwear brands in New Zealand, from 23.9% to 25.3%.
- In August 2026, Hard Yakka lost estimated Share of Search among workwear brands in New Zealand, from 61.9% to 55.6%.
- Estimated monthly branded searches for Mongrel in New Zealand fell 34.3% over 11 measured months, from 350 to 230 in August 2026.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | Hard Yakka | 55.6% | 3.4K | -8.2% | Hard Yakka |
| 2 | FXD | 25.3% | 1.5K | +8.5% | FXD |
| 3 | King Gee | 15.2% | 920 | +43.8% | King Gee |
| 4 | Mongrel | 3.8% | 230 | +15.0% | Mongrel |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Hard Yakka | 3.2K | 57.1% | 1 |
| Oct 2025 | FXD | 1.3K | 23.2% | 2 |
| Oct 2025 | King Gee | 750 | 13.5% | 3 |
| Oct 2025 | Mongrel | 350 | 6.3% | 4 |
| Nov 2025 | Hard Yakka | 3.1K | 60.4% | 1 |
| Nov 2025 | FXD | 1.2K | 22.7% | 2 |
| Nov 2025 | King Gee | 730 | 14.2% | 3 |
| Nov 2025 | Mongrel | 140 | 2.7% | 4 |
| Dec 2025 | Hard Yakka | 2.3K | 60.7% | 1 |
| Dec 2025 | FXD | 780 | 20.6% | 2 |
| Dec 2025 | King Gee | 550 | 14.5% | 3 |
| Dec 2025 | Mongrel | 160 | 4.2% | 4 |
| Jan 2026 | Hard Yakka | 3.1K | 62.2% | 1 |
| Jan 2026 | FXD | 1.1K | 22.3% | 2 |
| Jan 2026 | King Gee | 630 | 12.5% | 3 |
| Jan 2026 | Mongrel | 150 | 3% | 4 |
| Feb 2026 | Hard Yakka | 3K | 61.8% | 1 |
| Feb 2026 | FXD | 990 | 20.2% | 2 |
| Feb 2026 | King Gee | 700 | 14.3% | 3 |
| Feb 2026 | Mongrel | 180 | 3.7% | 4 |
| Mar 2026 | Hard Yakka | 3.1K | 56.6% | 1 |
| Mar 2026 | FXD | 1.4K | 24.4% | 2 |
| Mar 2026 | King Gee | 850 | 15.4% | 3 |
| Mar 2026 | Mongrel | 200 | 3.6% | 4 |
| Apr 2026 | Hard Yakka | 3.2K | 57.5% | 1 |
| Apr 2026 | FXD | 1.3K | 24.1% | 2 |
| Apr 2026 | King Gee | 810 | 14.6% | 3 |
| Apr 2026 | Mongrel | 210 | 3.8% | 4 |
| May 2026 | Hard Yakka | 3.6K | 58.5% | 1 |
| May 2026 | FXD | 1.4K | 23.5% | 2 |
| May 2026 | King Gee | 860 | 14.1% | 3 |
| May 2026 | Mongrel | 240 | 3.9% | 4 |
| Jun 2026 | Hard Yakka | 3.9K | 61.4% | 1 |
| Jun 2026 | FXD | 1.5K | 23.7% | 2 |
| Jun 2026 | King Gee | 700 | 11% | 3 |
| Jun 2026 | Mongrel | 250 | 3.9% | 4 |
| Jul 2026 | Hard Yakka | 3.7K | 61.9% | 1 |
| Jul 2026 | FXD | 1.4K | 23.9% | 2 |
| Jul 2026 | King Gee | 640 | 10.8% | 3 |
| Jul 2026 | Mongrel | 200 | 3.4% | 4 |
| Aug 2026 | Hard Yakka | 3.4K | 55.6% | 1 |
| Aug 2026 | FXD | 1.5K | 25.3% | 2 |
| Aug 2026 | King Gee | 920 | 15.2% | 3 |
| Aug 2026 | Mongrel | 230 | 3.8% | 4 |
| Sep 2026 | FXD | — | — | — |
| Sep 2026 | Hard Yakka | — | — | — |
| Sep 2026 | King Gee | — | — | — |
| Sep 2026 | Mongrel | — | — | — |

## What is being compared

- **FXD**: Measured on the 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” and “fxd workwear”, summed into one figure.
- **Hard Yakka**: Measured on the search terms “hard yakka 3056”, “hard yakka 3056 boots”, “hard yakka boots”, “hard yakka cargo pants”, “hard yakka clothing”, “hard yakka legends pants”, “hard yakka near me”, “hard yakka new zealand”, “hard yakka nz”, “hard yakka online”, “hard yakka overalls”, “hard yakka pants”, “hard yakka raptor pants”, “hard yakka safety boots”, “hard yakka shirts”, “hard yakka shorts”, “hard yakka work boots”, “hard yakka work pants”, “hard yakka work shorts”, “hardyakka”, “hardyakka com”, “hardyakka nz”, “hardyakka shorts” and “hardyakka work pants”, summed into one figure.
- **King Gee**: Measured on the search terms “king gee”, “king gee boots”, “king gee near me”, “king gee nz”, “king gee pants”, “king gee shoes”, “king gee shorts”, “king gee work boots”, “king gee work pants”, “king gee work shirts”, “king gee workwear”, “kinggee”, “kinggee nz”, “kinggee shorts”, “kinggee work pants” and “kinggee workwear”, summed into one figure.
- **Mongrel**: Measured on the search terms “mongrel boots” and “mongrel work boots”, summed into one figure.

- [FXD](/demand/nz/brands/fxd)
- [Hard Yakka](/demand/nz/brands/hard-yakka)
- [King Gee](/demand/nz/brands/king-gee)
- [Mongrel](/demand/nz/brands/mongrel)

## Methodology

- [How is branded search demand 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 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.

## Cite this page

Brandwave. "Workwear brands in New Zealand: Which brands are most popular in search?". https://gobrandwave.com/demand/nz/categories/nz-workwear-brands

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