Brandwave

Carhartt WIP vs FXD:Which is more popular?

In September 2026, Carhartt WIP had more branded searches than FXD among workwear brands in New Zealand. Carhartt WIP had about 9,290 branded searches, while FXD had 1,380. Carhartt WIP made up 19.2% of all workwear brand searches we track, and FXD accounted for 2.8%. When we asked ChatGPT and Google AI Overviews about workwear brands, FXD appeared in all five answers and Carhartt WIP in none.

Among workwear brands in New Zealand in September 2026

Who do people search for more?

Carhartt WIP, about 7 searches for every 1 for FXD

Carhartt WIP 9.3K searchesFXD 1.4K searches

Who does AI mention more?

FXD, mentioned in every answer we collected

FXD in 5 of 5Carhartt WIP in 0 of 5

Who does AI recommend more?

FXD, the only one of the two named

FXD first in 5Carhartt WIP never named

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Top workwear brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, FXD appeared in all five answers. Carhartt WIP 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. 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 Carhartt WIP or FXD more popular in search?

This chart shows how often people search Google for Carhartt WIP and FXD 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.

Carhartt WIP and FXD among workwear brands in New Zealand, by month

Share of searches by month for Carhartt WIP, FXD. 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 Carhartt WIP and FXD comparison changed over the last 12 months?

3 findings
  • Carhartt WIP was ahead of FXD in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Carhartt WIP’s share of searches among workwear brands in New Zealand moved from 19.5% to 19.2%, and its estimated monthly branded searches moved from 9.6K to 9.3K.
  • Across the 12 months ending September 2026, FXD’s share of searches among workwear brands in New Zealand moved from 2.5% to 2.8%, and its estimated monthly branded searches moved from 1.3K to 1.4K.

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

3 changes

  1. In September 2026, Kaiwaka overtook Carhartt WIP to rank 2nd among workwear brands in New Zealand, with 19.4% of the searches.

  2. In September 2026, Carhartt WIP gained share of searches among workwear brands in New Zealand, from 18.2% to 19.2%.

  3. FXD’s share of searches among workwear brands in New Zealand has gained ground for 3 months in a row, from 2% to 2.8% in September 2026.

How are branded searches counted?

22 search terms

Brandwave collects information about searches that people make online using Carhartt WIP’s and FXD’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.

Carhartt WIP

14 branded search terms

  • carhartt
  • carhartt carpenter jeans
  • carhartt detroit jacket
  • carhartt jacket
  • carhartt jeans
  • carhartt overalls
  • carhartt pants
  • carhartt shirts
  • carhartt shorts
  • carhartt t shirt
  • carhartt vest
  • carhartt work pants
  • carhartt work wear
  • carharttwip

FXD

8 branded search terms

  • fxd
  • fxd hoodie
  • fxd pants
  • fxd shorts
  • fxd work boots
  • fxd work pants
  • fxd work shorts
  • fxd workwear

How the Brand Demand Index is measured

Other head-to-heads among workwear brands

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