Brandwave

Hard Yakka vs Portwest:Which is more popular?

In September 2026, Hard Yakka had more branded searches than Portwest among workwear brands in New Zealand. Hard Yakka had about 1,750 branded searches, while Portwest had 320. Hard Yakka made up 3.6% of all workwear brand searches we track, and Portwest accounted for 0.66%. When we asked ChatGPT and Google AI Overviews about workwear brands, Hard Yakka appeared in all five answers and Portwest in none.

Among workwear brands in New Zealand in September 2026

Who do people search for more?

Hard Yakka, about 5 searches for every 1 for Portwest

Hard Yakka 1.8K searchesPortwest 320 searches

Who does AI mention more?

Hard Yakka, mentioned in every answer we collected

Hard Yakka in 5 of 5Portwest in 0 of 5

Who does AI recommend more?

Hard Yakka, the only one of the two named

Hard Yakka first in 5Portwest 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. Portwest 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. +2 more
  11. Portwest–
  12. +2 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
  • Portwest0 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 Hard Yakka or Portwest more popular in search?

This chart shows how often people search Google for Hard Yakka and Portwest 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.

Hard Yakka and Portwest among workwear brands in New Zealand, by month

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

3 findings
  • Hard Yakka was ahead of Portwest in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Hard Yakka’s share of searches among workwear brands in New Zealand moved from 4.1% to 3.6%, and its estimated monthly branded searches moved from 2K to 1.8K.
  • Across the 12 months ending September 2026, Portwest’s share of searches among workwear brands in New Zealand moved from 0.59% to 0.66%, and its estimated monthly branded searches moved from 290 to 320.

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

2 changes

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

  2. Estimated monthly branded searches for Portwest in New Zealand rose 10.3% over 12 measured months, from 290 to 320 in September 2026.

How are branded searches counted?

10 search terms

Brandwave collects information about searches that people make online using Hard Yakka’s and Portwest’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.

Hard Yakka

7 branded search terms

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

Portwest

3 branded search terms

  • portwest
  • portwest nz
  • portwest workwear

How the Brand Demand Index is measured

Other head-to-heads among workwear brands

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