Lee vs Levi's:Which is more popular?
In September 2026, Levi's had more branded searches than Lee among denim brands in Australia. Levi's had about 40,500 branded searches, while Lee had 2,900. Levi's made up 34.2% of all denim brand searches we track, and Lee accounted for 2.4%. When we asked ChatGPT and Google AI Overviews about denim brands, Levi's appeared in three of the five answers and Lee in none.
Who do people search for more?
Levi's, about 14 searches for every 1 for Lee
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Top denim brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Levi's was mentioned in three out of five: in all three ChatGPT answers, but not in either of the 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.
- Levi's1st
Wrangler2nd
Neuw3rd
Nobody Denim4th
Abrand5th
Rolla's6th
Ksubi7th
Nudie Jeans8th
Outland Denim9th- +1 more
Lee–- +1 more
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.
Is Lee or Levi's more popular in search?
This chart shows how often people search Google for Lee and Levi's by name. Each line represents a brand's share of searches for all 12 denim brands we track, month by month, from searches in Australia.
Share of searches by month for Levi's, Lee. 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% |
How has the Lee and Levi's comparison changed over the last 12 months?
3 findings
- Levi's was ahead of Lee in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Lee’s share of searches among denim brands in Australia moved from 2.9% to 2.4%, and its estimated monthly branded searches moved from 3.6K to 2.9K.
- Across the 12 months ending September 2026, Levi's’ share of searches among denim brands in Australia moved from 33.1% to 34.2%, and its estimated monthly branded searches held steady at 40.5K.
How did search popularity change for Australia denim brands in September 2026?
2 changes
In September 2026, Levi's lost share of searches among denim brands in Australia, from 35.1% to 34.2%.
In September 2026, Lee fell from 8th to 9th among denim brands in Australia.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Lee’s and Levi'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.
Other head-to-heads among denim brands
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