I Love Ugly vs Thrills:Which is more popular?
In September 2026, I Love Ugly had more branded searches than Thrills among streetwear brands in Australia. I Love Ugly had about 14,800 branded searches, while Thrills had 3,600. I Love Ugly made up 13.2% of all streetwear brand searches we track, and Thrills accounted for 3.2%. When we asked ChatGPT and Google AI Overviews about streetwear brands, Thrills appeared in one of the five answers and I Love Ugly in none.
Who do people search for more?
I Love Ugly, about 4 searches for every 1 for Thrills
Who does AI mention more?
Thrills, mentioned in 1 of 5 answers, I Love Ugly in 0
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Top streetwear brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Thrills was mentioned in one out of five: not in any of the three ChatGPT answers, but in one 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.
Stüssy1st
Carhartt WIP2nd
Ksubi3rd
Represent4th
Butter Goods5th
Kith6th
Corteiz7th- Thrills7th
Fear of God Essentials9th- I Love Ugly–
- +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
See every answer about streetwear brands
5 answers
Asked ChatGPT
“Which streetwear brand should I buy in Australia?”
Asked ChatGPT
“What are the best streetwear brands?”
Asked ChatGPT
“Which streetwear brand makes the best hoodies?”
Searched Google, AI Overview
“streetwear”
Searched Google, AI Overview
“streetwear brands”
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 Thrills more popular in search?
This chart shows how often people search Google for I Love Ugly 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.
Share of searches by month for I Love Ugly, Thrills. The figures are in the table below the chart.
View monthly share of searches table
| Month | Stüssy | I Love Ugly | Ksubi | Butter Goods | Corteiz | Kith | Carhartt WIP | Fear of God Essentials | Thrills | Represent | Huffer |
|---|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 39.6% | 11.8% | 11.8% | 6.4% | 7.9% | 7.9% | 5.3% | 2.8% | 2.8% | 2.3% | 1.3% |
| Nov 2025 | 33% | 22% | 9.9% | 8.1% | 6.6% | 5.4% | 3.6% | 2.9% | 2.9% | 4.4% | 1.3% |
| Dec 2025 | 34.5% | 12.6% | 12.6% | 8.4% | 6.9% | 6.9% | 4.6% | 3.7% | 4.6% | 3.7% | 1.4% |
| Jan 2026 | 36.7% | 11% | 13.4% | 6% | 7.3% | 7.3% | 4.9% | 4% | 4% | 4% | 1.4% |
| Feb 2026 | 39.5% | 11.8% | 11.8% | 6.4% | 7.9% | 7.9% | 4.3% | 3.5% | 3.5% | 2.3% | 1.2% |
| Mar 2026 | 39.5% | 14.4% | 11.8% | 6.4% | 6.4% | 6.4% | 4.3% | 4.3% | 2.8% | 2.3% | 1.3% |
| Apr 2026 | 41.9% | 12.5% | 12.5% | 6.9% | 6.9% | 5.6% | 3.7% | 3.7% | 2.5% | 2.5% | 1.4% |
| May 2026 | 34.9% | 12.8% | 12.8% | 8.5% | 7% | 8.5% | 3.8% | 4.7% | 2.5% | 2.5% | 2.1% |
| Jun 2026 | 31.6% | 14.1% | 11.5% | 7.7% | 6.3% | 7.7% | 5.2% | 5.2% | 2.8% | 5.2% | 2.8% |
| Jul 2026 | 33.5% | 15% | 12.2% | 8.2% | 6.7% | 6.7% | 4.5% | 4.5% | 2.4% | 4.5% | 1.9% |
| Aug 2026 | 40.8% | 18.3% | 10% | 6.7% | 5.4% | 5.4% | 3.6% | 3.6% | 2.4% | 2.4% | 1.3% |
| Sep 2026 | 44.2% | 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 Thrills comparison changed over the last 12 months?
3 findings
- I Love Ugly was ahead of Thrills 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, 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
In September 2026, Thrills overtook Represent to rank 9th among streetwear brands in Australia, with 3.2% of the searches.
In September 2026, I Love Ugly lost share of searches among streetwear brands in Australia, from 18.3% to 13.2%.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using I Love Ugly’s 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.
I Love Ugly
1 branded search term
- i love ugly
Thrills
1 branded search term
- thrills clothing
Other head-to-heads among streetwear brands
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