Brandwave

I Love Ugly vs Represent:Which is more popular?

In September 2026, I Love Ugly had more branded searches than Represent among streetwear brands in Australia. I Love Ugly had about 14,800 branded searches, while Represent had 2,400. I Love Ugly made up 13.2% of all streetwear brand searches we track, and Represent accounted for 2.1%. When we asked ChatGPT and Google AI Overviews about streetwear brands, Represent appeared in two of the five answers and I Love Ugly in none.

Among streetwear brands in Australia in September 2026

Who do people search for more?

I Love Ugly, about 6 searches for every 1 for Represent

I Love Ugly 14.8K searchesRepresent 2.4K searches

Who does AI mention more?

Represent, mentioned in 2 of 5 answers, I Love Ugly in 0

Represent in 2 of 5I Love Ugly in 0 of 5

Who does AI recommend more?

Represent, the only one of the two named

Represent first in 2I Love Ugly never named

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Top streetwear brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Represent was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the 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.

Is I Love Ugly or Represent more popular in search?

This chart shows how often people search Google for I Love Ugly and Represent 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.

I Love Ugly and Represent among streetwear brands in Australia, by month

Share of searches by month for I Love Ugly, 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%

How has the I Love Ugly and Represent comparison changed over the last 12 months?

3 findings
  • I Love Ugly was ahead of Represent in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, I Love Ugly’s share of searches among streetwear brands in Australia moved from 11.8% to 13.2%, and its estimated monthly branded searches moved from 12.1K to 14.8K.
  • Across the 12 months ending September 2026, Represent’s share of searches among streetwear brands in Australia moved from 2.3% to 2.1%, and its estimated monthly branded searches held steady at 2.4K.

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

3 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, I Love Ugly lost share of searches among streetwear brands in Australia, from 18.3% to 13.2%.

  3. 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 branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using I Love Ugly’s and Represent’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.

I Love Ugly

1 branded search term

  • i love ugly

Represent

1 branded search term

  • represent clothing

How the Brand Demand Index is measured

Other head-to-heads among streetwear brands

Creator with pink hair and a pink jacket

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