Brandwave

Bison vs King Gee:Which is more popular?

In September 2026, Bison had more branded searches than King Gee among workwear brands in New Zealand. Bison had about 2,400 branded searches, while King Gee had 470. Bison made up 5% of all workwear brand searches we track, and King Gee accounted for 0.97%. When we asked ChatGPT and Google AI Overviews about workwear brands, Bison appeared in two of the five answers and King Gee in one. Bison and King Gee were each mentioned first in one of the two answers that named either.

Among workwear brands in New Zealand in September 2026

Who do people search for more?

Bison, about 5 searches for every 1 for King Gee

Bison 2.4K searchesKing Gee 470 searches

Who does AI mention more?

Bison, mentioned in 2 of 5 answers, King Gee in 1

Bison in 2 of 5King Gee in 1 of 5

Who does AI recommend more?

Each is named first in 1 of 2 answers.

Bison first in 1King Gee first in 1

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Top workwear brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Bison was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. King Gee was mentioned in one out of five: not in any of the three ChatGPT answers, but in one of the two Google AI Overviews. Bison and King Gee 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.

  1. FXD1st
  2. Hard Yakka2nd
  3. Bisley3rd
  4. Syzmik4th
  5. Kaiwaka5th
  6. Swanndri6th
  7. Bison6th
  8. King Gee8th
  9. Cactus Outdoor9th
  10. Carhartt WIP–
  11. +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

+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 Bison or King Gee more popular in search?

This chart shows how often people search Google for Bison and King Gee 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.

Bison and King Gee among workwear brands in New Zealand, by month

Share of searches by month for Bison, King Gee. 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 Bison and King Gee comparison changed over the last 12 months?

3 findings
  • Bison was ahead of King Gee 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, King Gee’s share of searches among workwear brands in New Zealand moved from 0.89% to 0.97%, and its estimated monthly branded searches moved from 440 to 470.

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

1 change

  1. In September 2026, Bison gained share of searches among workwear brands in New Zealand, from 3.9% to 5%.

How are branded searches counted?

10 search terms

Brandwave collects information about searches that people make online using Bison’s and King Gee’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.

Bison

1 branded search term

  • bison

King Gee

9 branded search terms

  • king gee
  • king gee boots
  • king gee pants
  • king gee shoes
  • king gee shorts
  • king gee workwear
  • kinggee
  • kinggee shorts
  • kinggee workwear

How the Brand Demand Index is measured

Other head-to-heads among workwear brands

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