Brandwave

Butter Goods vs Thrills:Which is more popular?

In September 2026, Butter Goods had more branded searches than Thrills among streetwear brands in Australia. Butter Goods had about 8,100 branded searches, while Thrills had 3,600. Butter Goods made up 7.2% of all streetwear brand searches we track, and Thrills accounted for 3.2%. When we asked ChatGPT and Google AI Overviews about streetwear brands, Butter Goods and Thrills each appeared in one of the five answers. Butter Goods and Thrills were each mentioned first in one of the two answers that named either.

Among streetwear brands in Australia in September 2026

Who do people search for more?

Butter Goods, about 2 searches for every 1 for Thrills

Butter Goods 8.1K searchesThrills 3.6K searches

Who does AI mention more?

Both were mentioned in 1 of 5 answers.

Butter Goods in 1 of 5Thrills in 1 of 5

Who does AI recommend more?

Each is named first in 1 of 2 answers.

Butter Goods first in 1Thrills first in 1

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Top streetwear brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Butter Goods and Thrills were each mentioned in one out of five: not in any of the three ChatGPT answers, but in one of the two Google AI Overviews. Butter Goods and Thrills were each listed first in one of the two answers that named either.

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.

Is Butter Goods or Thrills more popular in search?

This chart shows how often people search Google for Butter Goods and Thrills by name. Each line represents a brand's share of searches for all 11 streetwear brands we track, month by month, from searches in Australia.

Butter Goods and Thrills among streetwear brands in Australia, by month

Share of searches by month for Butter Goods, Thrills. 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%

How has the Butter Goods and Thrills comparison changed over the last 12 months?

3 findings
  • Butter Goods was ahead of Thrills in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Butter Goods’ share of searches among streetwear brands in Australia moved from 6.4% to 7.2%, and its estimated monthly branded searches moved from 6.6K to 8.1K.
  • Across the 12 months ending September 2026, Thrills’ share of searches among streetwear brands in Australia moved from 2.8% to 3.2%, and its estimated monthly branded searches moved from 2.9K to 3.6K.

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

2 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, Butter Goods gained share of searches among streetwear brands in Australia, from 6.7% to 7.2%.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Butter Goods’ and Thrills’ 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.

Butter Goods

1 branded search term

  • butter goods

Thrills

1 branded search term

  • thrills clothing

How the Brand Demand Index is measured

Other head-to-heads among streetwear brands

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