FXD vs Hard Yakka:Which is more popular by branded search in New Zealand?
In August 2026, Hard Yakka had more branded searches than FXD among workwear brands in New Zealand. Hard Yakka was estimated to have 3.4K branded searches compared to FXD’s 1.5K, and held a 55.6% Share of Search versus FXD’s 25.3%.
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Which is more popular in search, FXD or Hard Yakka?
Compare the workwear brands New Zealand tradies and workers buy. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time.
Share of Search by month for Hard Yakka, FXD. The figures are in the table below the chart.
View monthly share of search table
| Month | Hard Yakka | FXD | King Gee | Mongrel |
|---|---|---|---|---|
| Oct 2025 | 57.1% | 23.2% | 13.5% | 6.3% |
| Nov 2025 | 60.4% | 22.7% | 14.2% | 2.7% |
| Dec 2025 | 60.7% | 20.6% | 14.5% | 4.2% |
| Jan 2026 | 62.2% | 22.3% | 12.5% | 3% |
| Feb 2026 | 61.8% | 20.2% | 14.3% | 3.7% |
| Mar 2026 | 56.6% | 24.4% | 15.4% | 3.6% |
| Apr 2026 | 57.5% | 24.1% | 14.6% | 3.8% |
| May 2026 | 58.5% | 23.5% | 14.1% | 3.9% |
| Jun 2026 | 61.4% | 23.7% | 11% | 3.9% |
| Jul 2026 | 61.9% | 23.9% | 10.8% | 3.4% |
| Aug 2026 | 55.6% | 25.3% | 15.2% | 3.8% |
| Sep 2026 | — | — | — | — |
How has the FXD and Hard Yakka comparison changed over the last 12 months?
3 findings
- Hard Yakka was ahead of FXD in every measured month of the 11 months ending August 2026.
- Across the 11 months ending August 2026, FXD’s estimated Share of Search among workwear brands in New Zealand moved from 23.2% to 25.3%, and its estimated monthly branded searches moved from 1.3K to 1.5K.
- Across the 11 months ending August 2026, Hard Yakka’s estimated Share of Search among workwear brands in New Zealand moved from 57.1% to 55.6%, and its estimated monthly branded searches moved from 3.2K to 3.4K.
How did search popularity change for New Zealand workwear brands in August 2026?
2 changes
In August 2026, FXD gained estimated Share of Search among workwear brands in New Zealand, from 23.9% to 25.3%.
In August 2026, Hard Yakka lost estimated Share of Search among workwear brands in New Zealand, from 61.9% to 55.6%.
How each brand is measured
Brandwave collects information about searches that people make online using FXD’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.
FXD
11 branded search terms
- fxd
- fxd hoodie
- fxd near me
- fxd nz
- fxd online
- fxd pants
- fxd shorts
- fxd work boots
- fxd work pants
- fxd work shorts
- fxd workwear
Hard Yakka
24 branded search terms
- hard yakka 3056
- hard yakka 3056 boots
- hard yakka boots
- hard yakka cargo pants
- hard yakka clothing
- hard yakka legends pants
- hard yakka near me
- hard yakka new zealand
- hard yakka nz
- hard yakka online
- hard yakka overalls
- hard yakka pants
- hard yakka raptor pants
- hard yakka safety boots
- hard yakka shirts
- hard yakka shorts
- hard yakka work boots
- hard yakka work pants
- hard yakka work shorts
- hardyakka
- hardyakka com
- hardyakka nz
- hardyakka shorts
- hardyakka work pants
Put your own brand in this comparison
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