Bison vs Swanndri:Which is more popular?
In September 2026, Swanndri had more branded searches than Bison among workwear brands in New Zealand. Swanndri had about 16,500 branded searches, while Bison had 2,400. Swanndri made up 34% of all workwear brand searches we track, and Bison accounted for 5%. When we asked ChatGPT and Google AI Overviews about workwear brands, Bison and Swanndri each appeared in two of the five answers. Bison and Swanndri were each mentioned first in one of the two answers that named either.
Who do people search for more?
Swanndri, about 7 searches for every 1 for Bison
Who does AI mention more?
Both were mentioned in 2 of 5 answers.
Who does AI recommend more?
Each is named first in 1 of 2 answers.
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Top workwear brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Bison and Swanndri were each mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. Bison and Swanndri were each listed first in one of the two answers that named either.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
FXD1st
Hard Yakka2nd
Bisley3rd
Syzmik4th
Kaiwaka5th- Swanndri6th
- Bison6th
King Gee8th
Cactus Outdoor9th
Carhartt WIP–- +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
See every answer about workwear brands
5 answers
Asked ChatGPT
“Which workwear brand should I buy in New Zealand?”
Asked ChatGPT
“What are the best workwear brands in New Zealand?”
Asked ChatGPT
“What's the best workwear brand in New Zealand for durable work clothes?”
Searched Google, AI Overview
“workwear brands”
Searched Google, AI Overview
“work trousers nz”
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.
Is Bison or Swanndri more popular in search?
This chart shows how often people search Google for Bison and Swanndri by name. Each line represents a brand's share of searches for all 14 workwear brands we track, month by month, from searches in New Zealand.
Share of searches by month for Swanndri, Bison. The figures are in the table below the chart.
View monthly share of searches table
| Month | Swanndri | Kaiwaka | Carhartt WIP | Cactus Outdoor | Bison | Hard Yakka | FXD | Bisley | Syzmik | Dickies | King Gee | Portwest | Caterpillar | Mongrel |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 30.9% | 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 2025 | 38.6% | 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 2025 | 33.1% | 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 2026 | 25.6% | 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 2026 | 28.9% | 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 2026 | 33.5% | 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 2026 | 41.3% | 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 2026 | 42.1% | 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 2026 | 47.3% | 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 2026 | 42.6% | 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 2026 | 40.8% | 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 2026 | 34% | 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% |
How has the Bison and Swanndri comparison changed over the last 12 months?
3 findings
- Swanndri was ahead of Bison in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Bison’s share of searches among workwear brands in New Zealand moved from 5.9% to 5%, and its estimated monthly branded searches moved from 2.9K to 2.4K.
- Across the 12 months ending September 2026, Swanndri’s share of searches among workwear brands in New Zealand moved from 30.9% to 34%, and its estimated monthly branded searches moved from 15.2K to 16.5K.
How did search popularity change for New Zealand workwear brands in September 2026?
2 changes
In September 2026, Bison gained share of searches among workwear brands in New Zealand, from 3.9% to 5%.
In September 2026, Swanndri lost share of searches among workwear brands in New Zealand, from 40.8% to 34%.
How are branded searches counted?
15 search terms
Brandwave collects information about searches that people make online using Bison’s and Swanndri’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.
Other head-to-heads among workwear brands
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