Brandwave

Carhartt WIP vs Hard Yakka:Which is more popular?

In September 2026, Carhartt WIP had more branded searches than Hard Yakka among workwear brands in New Zealand. Carhartt WIP had about 9,290 branded searches, while Hard Yakka had 1,750. Carhartt WIP made up 19.2% of all workwear brand searches we track, and Hard Yakka accounted for 3.6%. When we asked ChatGPT and Google AI Overviews about workwear brands, Hard Yakka 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 5 searches for every 1 for Hard Yakka

Carhartt WIP 9.3K searchesHard Yakka 1.8K searches

Who does AI mention more?

Hard Yakka, mentioned in every answer we collected

Hard Yakka in 5 of 5Carhartt WIP in 0 of 5

Who does AI recommend more?

Hard Yakka, the only one of the two named

Hard Yakka 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, Hard Yakka 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 Hard Yakka more popular in search?

This chart shows how often people search Google for Carhartt WIP and Hard Yakka 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 Hard Yakka among workwear brands in New Zealand, by month

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

3 findings

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. In September 2026, Hard Yakka gained share of searches among workwear brands in New Zealand, from 2.8% to 3.6%.

How are branded searches counted?

21 search terms

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

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

Hard Yakka

7 branded search terms

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

How the Brand Demand Index is measured

Other head-to-heads among workwear brands

Creator with pink hair and a pink jacket

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