Brandwave

How popular isI Love Ugly?

In September 2026, people searched for I Love Ugly by name about 14,800 times in Australia, a 22.3% increase from the previous year. These searches made up 13.2% of all Australia streetwear brand searches, placing I Love Ugly second out of 11 brands. When we asked both ChatGPT and Google AI Overviews about streetwear brands, I Love Ugly did not appear in any of the answers.

Search and AI answers in September 2026

I Love Ugly is the second most searched of 11 competitors and not listed in any AI answer.

  1. StüssyShare of searches 44.2%Mentioned in 3 of 5 AI answersPlace in AI recommendations 1st
  2. I Love UglyShare of searches 13.2%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  3. KsubiShare of searches 10.8%Mentioned in 3 of 5 AI answersPlace in AI recommendations 3rd
  4. Butter GoodsShare of searches 7.2%Mentioned in 1 of 5 AI answersPlace in AI recommendations 5th
  5. CorteizShare of searches 5.9%Mentioned in 1 of 5 AI answersPlace in AI recommendations 7th

+6 more

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Top streetwear brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, I Love Ugly 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. Stüssy1st
  2. Carhartt WIP2nd
  3. Ksubi3rd
  4. Represent4th
  5. Butter Goods5th
  6. Kith6th
  7. Corteiz7th
  8. Thrills7th
  9. Fear of God Essentials9th
  10. I Love Ugly–
  11. +1 more

Mentioned by AI

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

  • Carhartt WIP4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Stüssy3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Ksubi3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Kith2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Represent2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Butter Goods1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Corteiz1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Fear of God Essentials1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Thrills1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • I Love Ugly0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+1 more

See every answer about streetwear brands

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in Australia on October 26, 2026.

Which streetwear brands compete with I Love Ugly?

I Love Ugly against streetwear brands in Australia, by month

Share of searches by month for Stüssy, I Love Ugly, Ksubi, Butter Goods, Corteiz, Kith, Carhartt WIP, Fear of God Essentials, Thrills, Represent. The figures are in the table below the chart.

View monthly share of searches table
MonthStüssyI Love UglyKsubiButter GoodsCorteizKithCarhartt WIPFear of God EssentialsThrillsRepresentHuffer
Oct 202539.6%11.8%11.8%6.4%7.9%7.9%5.3%2.8%2.8%2.3%1.3%
Nov 202533%22%9.9%8.1%6.6%5.4%3.6%2.9%2.9%4.4%1.3%
Dec 202534.5%12.6%12.6%8.4%6.9%6.9%4.6%3.7%4.6%3.7%1.4%
Jan 202636.7%11%13.4%6%7.3%7.3%4.9%4%4%4%1.4%
Feb 202639.5%11.8%11.8%6.4%7.9%7.9%4.3%3.5%3.5%2.3%1.2%
Mar 202639.5%14.4%11.8%6.4%6.4%6.4%4.3%4.3%2.8%2.3%1.3%
Apr 202641.9%12.5%12.5%6.9%6.9%5.6%3.7%3.7%2.5%2.5%1.4%
May 202634.9%12.8%12.8%8.5%7%8.5%3.8%4.7%2.5%2.5%2.1%
Jun 202631.6%14.1%11.5%7.7%6.3%7.7%5.2%5.2%2.8%5.2%2.8%
Jul 202633.5%15%12.2%8.2%6.7%6.7%4.5%4.5%2.4%4.5%1.9%
Aug 202640.8%18.3%10%6.7%5.4%5.4%3.6%3.6%2.4%2.4%1.3%
Sep 202644.2%13.2%10.8%7.2%5.9%5.9%3.2%3.2%3.2%2.1%0.89%

  1. 1.Stüssy

    44.2%

    Held 1st. 49.5K estimated branded searches, 0% vs prior month. Share +3.4 points.

  2. 2.I Love Ugly

    13.2%

    Held 2nd. 14.8K estimated branded searches, -33.3% vs prior month. Share -5.1 points.

  3. 3.Ksubi

    10.8%

    Held 3rd. 12.1K estimated branded searches, 0% vs prior month. Share +0.8 points.

  4. 4.Butter Goods

    7.2%

    Held 4th. 8.1K estimated branded searches, 0% vs prior month. Share +0.6 points.

  5. 5.Corteiz

    5.9%

    Held 5th. 6.6K estimated branded searches, 0% vs prior month. Share +0.5 points.

  6. 6.Kith

    5.9%

    Held 6th. 6.6K estimated branded searches, 0% vs prior month. Share +0.5 points.

  7. 7.Carhartt WIP

    3.2%

    Held 7th. 3.6K estimated branded searches, -18.2% vs prior month. Share -0.4 points.

  8. 8.Fear of God Essentials

    3.2%

    Held 8th. 3.6K estimated branded searches, -18.2% vs prior month. Share -0.4 points.

  9. 9.Thrills

    3.2%

    Moved from 10th to 9th. 3.6K estimated branded searches, +24.1% vs prior month. Share +0.8 points.

  10. 10.Represent

    2.1%

    Moved from 9th to 10th. 2.4K estimated branded searches, -17.2% vs prior month. Share -0.2 points.

  11. 11.Huffer

    0.89%

    Held 11th. 1K estimated branded searches, -37.5% vs prior month. Share -0.4 points.

Compare popularity between I Love Ugly and its closest rivals

Every comparison with I Love Ugly

10 comparisons

How has branded search demand for I Love Ugly changed in Australia over the last 12 months?

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for I Love Ugly in Australia rose from 12.1K to 14.8K.
  • Across the 12 months ending September 2026, I Love Ugly’s share of searches among streetwear brands in Australia increased from 11.8% to 13.2%.
  • Across the 12 months ending September 2026, I Love Ugly’s share of searches among streetwear brands in Australia peaked at 22% in November 2025 and was lowest at 11% in January 2026.

How did search popularity change for Australia streetwear brands in September 2026?

6 changes

  1. In September 2026, Thrills overtook Represent to rank 9th among streetwear brands in Australia, with 3.2% of the searches.

  2. In September 2026, Stüssy gained share of searches among streetwear brands in Australia, from 40.8% to 44.2%.

  3. In September 2026, Ksubi gained share of searches among streetwear brands in Australia, from 10% to 10.8%.

  4. In September 2026, Butter Goods gained share of searches among streetwear brands in Australia, from 6.7% to 7.2%.

  5. In September 2026, I Love Ugly lost share of searches among streetwear brands in Australia, from 18.3% to 13.2%.

  6. Represent’s share of searches among streetwear brands in Australia has lost ground for 3 months in a row, from 5.2% to 2.1% in September 2026.

How are I Love Ugly’s branded searches counted?

1 search term

Brandwave collects information about searches that people make online using I Love Ugly’s name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading.

  • i love ugly

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How the Brand Demand Index is measured

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