Brandwave

Carhartt WIP vs Mongrel:Which is more popular in New Zealand?

In October 2026, Carhartt WIP had more branded searches than Mongrel among workwear brands in New Zealand. Carhartt WIP had about 9,130 branded searches, while Mongrel had 30. Carhartt WIP made up 19.7% of all workwear brand searches we track, and Mongrel accounted for 0.06%. When we asked ChatGPT and Google AI Overviews about workwear brands, neither Carhartt WIP nor Mongrel appeared in any of the five answers.

Among workwear brands in New Zealand in October 2026

Who do people search for more?

Carhartt WIP, about 304 searches for every 1 for Mongrel

Carhartt WIP 9.1K searchesMongrel 30 searches

Who does AI mention more?

Both were mentioned in 0 of 5 answers.

Carhartt WIP in 0 of 5Mongrel in 0 of 5

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Top workwear brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, neither Carhartt WIP nor Mongrel showed up 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. +4 more
  11. Mongrel–

Mentioned by AI

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

  • 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
  • Hard Yakka5 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
  • Mongrel0 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 Mongrel more popular in search?

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

Share of searches by month for Carhartt WIP, Mongrel. The figures are in the table below the chart.

View monthly share of searches table
MonthSwanndriKaiwakaCarhartt WIPCactus OutdoorBisonFXDBisleySyzmikDickiesKing GeeHard YakkaPortwestCaterpillarMongrel
Nov 202539.7%20.6%18.1%8.1%4.4%2.1%2.2%1.2%1.2%0.87%0.79%0.52%0.17%0.06%
Dec 202533.9%29.3%18.7%8.2%3.5%1.4%1.6%0.76%1%0.65%0.52%0.3%0.09%0.04%
Jan 202626.5%28%20.9%11.3%4%2.2%2.3%1.3%1.4%0.71%0.77%0.42%0.1%0.08%
Feb 202630%25.1%20.5%10.1%4.4%2.2%2.5%1.2%1.5%1%0.83%0.53%0.12%0.09%
Mar 202634.5%20.1%19.9%11.9%3.4%2.3%2.3%1.3%1.9%1%0.54%0.63%0.09%0.05%
Apr 202642.4%18.1%18.7%9.7%2.8%1.9%1.6%0.9%2.2%0.73%0.31%0.6%0.1%0.06%
May 202643.1%17.4%17.1%9.7%3.5%2%1.9%1.1%2.3%0.65%0.32%0.63%0.1%0.04%
Jun 202648.5%14.4%16.2%9.1%3.3%2%1.8%1.1%2.2%0.51%0.26%0.58%0.07%0.05%
Jul 202643.7%14.7%17%9.7%6.5%2%2.1%1.4%1.4%0.56%0.28%0.53%0.1%0.04%
Aug 202641.8%16.7%18.7%9%4%2.5%2.2%1.6%1.5%0.97%0.32%0.73%0.12%0.03%
Sep 202634.9%20%19.7%9.3%5.1%2.9%2.6%1.5%1.5%1%0.64%0.68%0.11%0.06%
Oct 202633%23.3%19.7%9.5%4.1%2.9%2.5%1.4%1.4%0.76%0.73%0.6%0.09%0.06%

How has branded search for Carhartt WIP and Mongrel changed in New Zealand over the last 12 months?

3 findings
  • Carhartt WIP was ahead of Mongrel in every measured month of the 12 months ending October 2026.
  • Across the 12 months ending October 2026, Carhartt WIP’s share of searches among workwear brands in New Zealand moved from 18.1% to 19.7%, and its estimated monthly branded searches moved from 9.8K to 9.1K.
  • Across the 12 months ending October 2026, Mongrel’s share of searches among workwear brands in New Zealand held steady at 0.06%, and its estimated monthly branded searches held steady at 30.

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

0 changes

Neither Carhartt WIP nor Mongrel moved beyond provider rounding among workwear brands in October 2026.

How are Carhartt WIP’s and Mongrel’s branded searches counted?

15 search terms

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

Mongrel

1 branded search term

  • mongrel work boots

How the Brand Demand Index is measured

Other head-to-heads among workwear brands

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