Brandwave

AS Colour vs Hard Yakka:Which is more popular?

In September 2026, AS Colour had more branded searches than Hard Yakka among cargo shorts brands in New Zealand. AS Colour had about 33,100 branded searches, while Hard Yakka had 2,080. AS Colour made up 9.5% of all cargo shorts brand searches we track, and Hard Yakka accounted for 0.6%. When we asked ChatGPT and Google AI Overviews about cargo shorts brands, Hard Yakka appeared in three of the five answers and AS Colour in two. AS Colour and Hard Yakka were each mentioned first in two of the four answers that named either.

Among cargo shorts brands in New Zealand in September 2026

Who do people search for more?

AS Colour, about 16 searches for every 1 for Hard Yakka

AS Colour 33.1K searchesHard Yakka 2.1K searches

Who does AI mention more?

Hard Yakka, mentioned in 3 of 5 answers, AS Colour in 2

Hard Yakka in 3 of 5AS Colour in 2 of 5

Who does AI recommend more?

Each is named first in 2 of 4 answers.

AS Colour first in 2Hard Yakka first in 2

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Top cargo shorts brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Hard Yakka was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. AS Colour was mentioned in two out of five: not in any of the three ChatGPT answers, but in both Google AI Overviews. AS Colour and Hard Yakka were each listed first in two of the four answers that named either.

Most recommended by AI

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

  1. Mountain Warehouse1st
  2. Hard Yakka2nd
  3. Kathmandu3rd
  4. Stoney Creek4th
  5. Cotton On5th
  6. AS Colour6th
  7. Helly Hansen7th
  8. Lee–
  9. Wrangler–
  10. Dickies–

Mentioned by AI

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

  • Mountain Warehouse4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Cotton On3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Hard Yakka3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Kathmandu2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • AS Colour2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Stoney Creek2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Helly Hansen2 of 5Named in 2 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
  • Wrangler0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Dickies0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about cargo shorts 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 AS Colour or Hard Yakka more popular in search?

This chart shows how often people search Google for AS Colour and Hard Yakka by name. Each line represents a brand's share of searches for all ten cargo shorts brands we track, month by month, from searches in New Zealand.

AS Colour and Hard Yakka among cargo shorts brands in New Zealand, by month

Share of searches by month for AS Colour, Hard Yakka. The figures are in the table below the chart.

View monthly share of searches table
MonthCotton OnKathmanduMountain WarehouseAS ColourStoney CreekHard YakkaHelly HansenLeeWranglerDickies
Oct 202554.6%16.4%14.1%11.5%2.3%0.61%0.37%0.11%0.02%0.01%
Nov 202556.1%16.8%12%12%2.4%0.4%0.32%0.08%0.01%<0.01%
Dec 202555.2%17.7%14.6%9.8%2%0.31%0.47%0.05%0.01%<0.01%
Jan 202651.6%19.9%16.2%8.9%2.2%0.56%0.51%0.09%<0.01%<0.01%
Feb 202655.3%17.2%14.4%9.6%2.4%0.6%0.38%0.11%0.01%<0.01%
Mar 202655.1%16.9%14.5%9.7%2.9%0.52%0.31%0.09%0.01%<0.01%
Apr 202652.7%19.6%13.9%9.3%3.4%0.54%0.37%0.09%0.02%<0.01%
May 202654.3%17.1%14.3%9.6%3.5%0.61%0.38%0.11%0.02%<0.01%
Jun 202647.1%21.7%15.2%10.2%4.5%0.72%0.4%0.12%0.02%<0.01%
Jul 202644.9%21%21.6%7.9%3.5%0.62%0.38%0.11%0.02%<0.01%
Aug 202648.9%17.7%18.8%10.3%3.1%0.58%0.48%0.12%0.02%<0.01%
Sep 202655.7%16.6%14.3%9.5%2.9%0.6%0.37%0.09%0.02%0.01%

How has the AS Colour and Hard Yakka comparison changed over the last 12 months?

3 findings

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

1 change

  1. In September 2026, AS Colour lost share of searches among cargo shorts brands in New Zealand, from 10.3% to 9.5%.

How are branded searches counted?

8 search terms

Brandwave collects information about searches that people make online using AS Colour’s and Hard Yakka’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.

AS Colour

2 branded search terms

  • as colour
  • ascolour

Hard Yakka

6 branded search terms

  • hard yakka boots
  • hard yakka clothing
  • hard yakka overalls
  • hard yakka pants
  • hard yakka shirts
  • hardyakka

How the Brand Demand Index is measured

Other head-to-heads among cargo shorts brands

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