Brandwave

Bisley vs Dickies:Which is more popular?

In September 2026, Bisley had more branded searches than Dickies among workwear brands in New Zealand. Bisley had about 1,130 branded searches, while Dickies had 690. Bisley made up 2.3% of all workwear brand searches we track, and Dickies accounted for 1.4%. When we asked ChatGPT and Google AI Overviews about workwear brands, Bisley appeared in all five answers and Dickies in none.

Among workwear brands in New Zealand in September 2026

Who do people search for more?

Bisley, about 64% more searches than Dickies

Bisley 1.1K searchesDickies 690 searches

Who does AI mention more?

Bisley, mentioned in every answer we collected

Bisley in 5 of 5Dickies in 0 of 5

Who does AI recommend more?

Bisley, the only one of the two named

Bisley first in 5Dickies never named

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Top workwear brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Bisley appeared in all five answers. Dickies did not appear in any of the five answers.

Most recommended by AI

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

  1. FXD1st
  2. Hard Yakka2nd
  3. Bisley3rd
  4. Syzmik4th
  5. Kaiwaka5th
  6. Swanndri6th
  7. Bison6th
  8. King Gee8th
  9. Cactus Outdoor9th
  10. +1 more
  11. Dickies–
  12. +3 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
  • Dickies0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+4 more

See every answer about workwear 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 21, 2026.

Is Bisley or Dickies more popular in search?

This chart shows how often people search Google for Bisley and Dickies 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.

Bisley and Dickies among workwear brands in New Zealand, by month

Share of searches by month for Bisley, Dickies. The figures are in the table below the chart.

View monthly share of searches table
MonthSwanndriKaiwakaCarhartt WIPCactus OutdoorBisonHard YakkaFXDBisleySyzmikDickiesKing GeePortwestCaterpillarMongrel
Oct 202530.9%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 202538.6%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 202533.1%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 202625.6%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 202628.9%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 202633.5%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 202641.3%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 202642.1%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 202647.3%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 202642.6%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 202640.8%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 202634%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 Bisley and Dickies comparison changed over the last 12 months?

3 findings
  • The lead changed hands 2 times in the 12 months ending September 2026: Dickies took it in April 2026, Bisley took it in July 2026.
  • Across the 12 months ending September 2026, Bisley’s share of searches among workwear brands in New Zealand moved from 2.4% to 2.3%, and its estimated monthly branded searches moved from 1.2K to 1.1K.
  • Across the 12 months ending September 2026, Dickies’ share of searches among workwear brands in New Zealand moved from 1.8% to 1.4%, and its estimated monthly branded searches moved from 870 to 690.

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

2 changes

  1. Bisley’s share of searches among workwear brands in New Zealand has gained ground for 3 months in a row, from 1.7% to 2.3% in September 2026.

  2. Estimated monthly branded searches for Dickies in New Zealand fell 20.7% over 12 measured months, from 870 to 690 in September 2026.

How are branded searches counted?

17 search terms

Brandwave collects information about searches that people make online using Bisley’s and Dickies’ 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.

Bisley

10 branded search terms

  • bisley cargo pants
  • bisley overalls
  • bisley pants
  • bisley shirts
  • bisley shorts
  • bisley work pants
  • bisley work shirts
  • bisley work shorts
  • bisley work wear
  • bisley workwear

Dickies

7 branded search terms

  • coveralls dickies
  • dickies overalls
  • dickies work coat
  • dickies work pants
  • dickies work shirts
  • dickies work shorts
  • dickies workwear

How the Brand Demand Index is measured

Other head-to-heads among workwear brands

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