How popular isLee?
In September 2026, people searched for Lee by name about 2,900 times in Australia, a 19.4% decrease from the previous year. These searches made up 2.4% of all Australia denim brand searches, placing Lee ninth out of 12 brands. When we asked both ChatGPT and Google AI Overviews about denim brands, Lee did not appear in any of the answers.
Lee is the ninth most searched of 12 competitors and not listed in any AI answer.
Levi'sShare of searches 34.2%Mentioned in 3 of 5 AI answersPlace in AI recommendations 1st
JeanswestShare of searches 12.5%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
Nudie JeansShare of searches 12.5%Mentioned in 1 of 5 AI answersPlace in AI recommendations 8th
KsubiShare of searches 10.2%Mentioned in 1 of 5 AI answersPlace in AI recommendations 7th
LeeShare of searches 2.4%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
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Top denim brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Lee 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.
- Levi's3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Rolla's2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Wrangler2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Nobody Denim2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Neuw2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers- Nudie Jeans1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Ksubi1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Abrand1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Outland Denim1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers- Lee0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about denim brands
5 answers
Asked ChatGPT
“Which jeans brand should I buy in Australia?”
Asked ChatGPT
“What are the best denim brands in Australia?”
Asked ChatGPT
“Which jeans last the longest?”
Searched Google, AI Overview
“jeans”
Searched Google, AI Overview
“womens jeans”
Brands are shown in the order each answer named them. The survey took place in Australia on October 26, 2026.
Which denim brands compete with Lee?
Share of searches by month for Levi's, Jeanswest, Nudie Jeans, Ksubi, Abrand, Rolla's, Wrangler, Nobody Denim, Lee, Neuw. The figures are in the table below the chart.
View monthly share of searches table
| Month | Levi's | Jeanswest | Nudie Jeans | Ksubi | Abrand | Rolla's | Wrangler | Nobody Denim | Lee | Neuw | Outland Denim | Dr Denim |
|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 33.1% | 18.2% | 12.1% | 9.9% | 5.4% | 5.4% | 5.4% | 2.4% | 2.9% | 2.4% | 1.6% | 1.3% |
| Nov 2025 | 38.6% | 14.2% | 11.6% | 9.5% | 6.3% | 4.2% | 5.2% | 2.3% | 3.4% | 2.3% | 1.2% | 1.2% |
| Dec 2025 | 37.9% | 13.9% | 13.9% | 11.3% | 5.1% | 4.1% | 5.1% | 1.8% | 2.8% | 2.2% | 1% | 1% |
| Jan 2026 | 34.6% | 19% | 12.6% | 10.3% | 5.6% | 4.6% | 4.6% | 2.1% | 2.5% | 2.1% | 1.1% | 0.85% |
| Feb 2026 | 33.3% | 14.9% | 12.2% | 10% | 6.6% | 5.4% | 6.6% | 2.9% | 2.9% | 2.4% | 1.6% | 1% |
| Mar 2026 | 36.9% | 13.5% | 11% | 9% | 7.4% | 6% | 6% | 2.7% | 2.7% | 2.2% | 1.4% | 1.2% |
| Apr 2026 | 33.4% | 15% | 12.2% | 10% | 6.7% | 6.7% | 5.5% | 3% | 3% | 2.4% | 1.1% | 1.3% |
| May 2026 | 35.4% | 13% | 13% | 8.7% | 7.1% | 7.1% | 5.8% | 2.6% | 3.2% | 2.1% | 1.1% | 1.1% |
| Jun 2026 | 32.3% | 14.5% | 14.5% | 7.9% | 7.9% | 6.5% | 6.5% | 2.9% | 2.9% | 1.9% | 1% | 1.2% |
| Jul 2026 | 34.3% | 12.5% | 15.4% | 8.4% | 6.9% | 6.9% | 5.6% | 3% | 3% | 2% | 1.1% | 0.9% |
| Aug 2026 | 35.1% | 12.8% | 12.8% | 8.6% | 7% | 7% | 7% | 2.6% | 2.6% | 2.1% | 1.3% | 1.1% |
| Sep 2026 | 34.2% | 12.5% | 12.5% | 10.2% | 8.4% | 6.8% | 5.6% | 3% | 2.4% | 2.4% | 1.1% | 0.84% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 34.2% | 40.5K | -18.2% | -0.9 points | |
| 2, held 2nd | 12.5% | 14.8K | -18.2% | -0.3 points | |
| 3, held 3rd | 12.5% | 14.8K | -18.2% | -0.3 points | |
| 4, held 4th | 10.2% | 12.1K | 0% | +1.6 points | |
| 5, held 5th | 8.4% | 9.9K | 0% | +1.3 points | |
| 6, held 6th | 6.8% | 8.1K | -18.2% | -0.2 points | |
| 7, held 7th | 5.6% | 6.6K | -33.3% | -1.4 points | |
| 8, moved from 9th to 8th | 3% | 3.6K | 0% | +0.5 pointsmoved from 9th to 8th | |
| 9, moved from 8th to 9th | 2.4% | 2.9K | -19.4% | -0.1 pointsmoved from 8th to 9th | |
| 10, held 10th | 2.4% | 2.9K | 0% | +0.4 points | |
| 11, held 11th | 1.1% | 1.3K | -31.6% | -0.2 points | |
| 12, held 12th | 0.84% | 1K | -37.5% | -0.3 points |
1.
Levi's34.2%
Held 1st. 40.5K estimated branded searches, -18.2% vs prior month. Share -0.9 points.
12.5%
Held 2nd. 14.8K estimated branded searches, -18.2% vs prior month. Share -0.3 points.
12.5%
Held 3rd. 14.8K estimated branded searches, -18.2% vs prior month. Share -0.3 points.
4.
Ksubi10.2%
Held 4th. 12.1K estimated branded searches, 0% vs prior month. Share +1.6 points.
5.
Abrand8.4%
Held 5th. 9.9K estimated branded searches, 0% vs prior month. Share +1.3 points.
6.
Rolla's6.8%
Held 6th. 8.1K estimated branded searches, -18.2% vs prior month. Share -0.2 points.
7.
Wrangler5.6%
Held 7th. 6.6K estimated branded searches, -33.3% vs prior month. Share -1.4 points.
3%
Moved from 9th to 8th. 3.6K estimated branded searches, 0% vs prior month. Share +0.5 points.
9.
Lee2.4%
Moved from 8th to 9th. 2.9K estimated branded searches, -19.4% vs prior month. Share -0.1 points.
10.
Neuw2.4%
Held 10th. 2.9K estimated branded searches, 0% vs prior month. Share +0.4 points.
1.1%
Held 11th. 1.3K estimated branded searches, -31.6% vs prior month. Share -0.2 points.
12.
Dr Denim0.84%
Held 12th. 1K estimated branded searches, -37.5% vs prior month. Share -0.3 points.
Compare popularity between Lee and its closest rivals
Every comparison with Lee
11 comparisons
How has branded search demand for Lee changed in Australia over the last 12 months?
3 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for Lee in Australia fell from 3.6K to 2.9K.
- Across the 12 months ending September 2026, Lee’s share of searches among denim brands in Australia peaked at 3.4% in November 2025 and was lowest at 2.4% in September 2026.
- Across the 12 months ending September 2026, Lee fell from 8th to 9th among denim brands in Australia.
How did search popularity change for Australia denim brands in September 2026?
6 changes
In September 2026, Ksubi gained share of searches among denim brands in Australia, from 8.6% to 10.2%.
In September 2026, Abrand gained share of searches among denim brands in Australia, from 7% to 8.4%.
In September 2026, Wrangler lost share of searches among denim brands in Australia, from 7% to 5.6%.
In September 2026, Levi's lost share of searches among denim brands in Australia, from 35.1% to 34.2%.
Neuw’s share of searches among denim brands in Australia has gained ground for 3 months in a row, from 1.9% to 2.4% in September 2026.
In September 2026, Nobody Denim rose from 9th to 8th among denim brands in Australia.
How are Lee’s branded searches counted?
1 search term
Brandwave collects information about searches that people make online using Lee’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.
- lee jeans
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