Brandwave

Portwest vs Swanndri:Which is more popular?

In September 2026, Swanndri had more branded searches than Portwest among workwear brands in New Zealand. Swanndri had about 16,500 branded searches, while Portwest had 320. Swanndri made up 34% of all workwear brand searches we track, and Portwest accounted for 0.66%. When we asked ChatGPT and Google AI Overviews about workwear brands, Swanndri appeared in two of the five answers and Portwest in none.

Among workwear brands in New Zealand in September 2026

Who do people search for more?

Swanndri, about 51 searches for every 1 for Portwest

Swanndri 16.5K searchesPortwest 320 searches

Who does AI mention more?

Swanndri, mentioned in 2 of 5 answers, Portwest in 0

Swanndri in 2 of 5Portwest in 0 of 5

Who does AI recommend more?

Swanndri, the only one of the two named

Swanndri first in 2Portwest never named

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Top workwear brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Swanndri was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. 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 Portwest or Swanndri more popular in search?

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

Portwest and Swanndri among workwear brands in New Zealand, by month

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

3 findings
  • Swanndri was ahead of Portwest in every measured month of the 12 months ending September 2026.
  • 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.
  • Across the 12 months ending September 2026, Swanndri’s share of searches among workwear brands in New Zealand moved from 30.9% to 34%, and its estimated monthly branded searches moved from 15.2K to 16.5K.

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

2 changes

  1. In September 2026, Swanndri lost share of searches among workwear brands in New Zealand, from 40.8% to 34%.

  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?

17 search terms

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

Portwest

3 branded search terms

  • portwest
  • portwest nz
  • portwest workwear

Swanndri

14 branded search terms

  • swanndri
  • swanndri bush shirt
  • swanndri coat
  • swanndri hoodie
  • swanndri jersey
  • swanndri oilskin
  • swanndri oilskin vest
  • swanndri outlet
  • swanndri quarter zip
  • swanndri sale
  • swanndri shirts
  • swanndri stores
  • swanndri tower junction
  • swanndri vest

How the Brand Demand Index is measured

Other head-to-heads among workwear brands

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