Lee vs Wrangler:Which is more popular?
In September 2026, Wrangler had more branded searches than Lee among denim brands in Australia. Wrangler had about 6,600 branded searches, while Lee had 2,900. Wrangler made up 5.6% of all denim brand searches we track, and Lee accounted for 2.4%. When we asked ChatGPT and Google AI Overviews about denim brands, Wrangler appeared in two of the five answers and Lee in none.
Who do people search for more?
Wrangler, about 2 searches for every 1 for Lee
Who does AI mention more?
Wrangler, mentioned in 2 of 5 answers, Lee in 0
Who does AI recommend more?
Wrangler, the only one of the two named
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Top denim brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Wrangler was mentioned in two out of five: in two of the 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 Wrangler more popular in search?
This chart shows how often people search Google for Lee and Wrangler 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 Wrangler, 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 Wrangler comparison changed over the last 12 months?
3 findings
- Wrangler 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, Wrangler’s share of searches among denim brands in Australia moved from 5.4% to 5.6%, and its estimated monthly branded searches held steady at 6.6K.
How did search popularity change for Australia denim brands in September 2026?
2 changes
In September 2026, Wrangler lost share of searches among denim brands in Australia, from 7% to 5.6%.
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 Wrangler’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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