Dickies vs FXD:Which is more popular?
In September 2026, FXD had more branded searches than Dickies among workwear brands in New Zealand. FXD had about 1,380 branded searches, while Dickies had 690. FXD made up 2.8% of all workwear brand searches we track, and Dickies accounted for 1.4%. When we asked ChatGPT and Google AI Overviews about workwear brands, FXD appeared in all five answers and Dickies in none.
Who do people search for more?
FXD, about 2 searches for every 1 for Dickies
Follow Dickies vs FXD and get free monthly updates on what changed
By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy
Top workwear brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, FXD 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.
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
See every answer about workwear brands
5 answers
Asked ChatGPT
“Which workwear brand should I buy in New Zealand?”
Asked ChatGPT
“What are the best workwear brands in New Zealand?”
Asked ChatGPT
“What's the best workwear brand in New Zealand for durable work clothes?”
Searched Google, AI Overview
“workwear brands”
Searched Google, AI Overview
“work trousers nz”
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 Dickies or FXD more popular in search?
This chart shows how often people search Google for Dickies 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.
Share of searches by month for FXD, Dickies. The figures are in the table below the chart.
View monthly share of searches table
| Month | Swanndri | Kaiwaka | Carhartt WIP | Cactus Outdoor | Bison | Hard Yakka | FXD | Bisley | Syzmik | Dickies | King Gee | Portwest | Caterpillar | Mongrel |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 30.9% | 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 2025 | 38.6% | 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 2025 | 33.1% | 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 2026 | 25.6% | 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 2026 | 28.9% | 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 2026 | 33.5% | 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 2026 | 41.3% | 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 2026 | 42.1% | 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 2026 | 47.3% | 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 2026 | 42.6% | 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 2026 | 40.8% | 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 2026 | 34% | 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 Dickies and FXD 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, FXD took it in July 2026.
- 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.
- 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?
2 changes
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.
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?
15 search terms
Brandwave collects information about searches that people make online using Dickies’ 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.
Other head-to-heads among workwear brands
Put your own brand in this comparison
Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.