Abercrombie & Fitch vs Lee:Which is more popular?
In September 2026, Lee had more branded searches than Abercrombie & Fitch among jeans brands worldwide. Lee had about 110,000 branded searches, while Abercrombie & Fitch had 74,000. Lee made up 4.8% of all jeans brand searches we track, and Abercrombie & Fitch accounted for 3.2%. When we asked ChatGPT and Google AI Overviews about jeans brands, Lee appeared in four of the five answers and Abercrombie & Fitch in three. Lee was mentioned before Abercrombie & Fitch in three out of five answers.
Who do people search for more?
Lee, about 49% more searches than Abercrombie & Fitch
Who does AI mention more?
Lee, mentioned in 4 of 5 answers, Abercrombie & Fitch in 3
Who does AI recommend more?
Lee, named ahead of Abercrombie & Fitch in 3 of 5 answers
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Top jeans brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Lee was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Abercrombie & Fitch was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Lee was listed before Abercrombie & Fitch in three out of five answers.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Levi's1st
Wrangler2nd- Lee3rd
Abercrombie & Fitch4th
Madewell5th
Nudie Jeans6th
Diesel–
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Levi's5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Wrangler4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Lee4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Abercrombie & Fitch3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Madewell2 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
- Diesel0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about jeans brands
5 answers
Asked ChatGPT
“Which jeans brand should I buy?”
Asked ChatGPT
“What are the best jeans brands?”
Asked ChatGPT
“What's the best jeans brand for everyday wear?”
Searched Google, AI Overview
“jeans brands”
Searched Google, AI Overview
“straight leg jeans”
Not named in any answer:
Brands are shown in the order each answer named them. The survey took place in the United States on October 21, 2026.
Is Abercrombie & Fitch or Lee more popular in search?
This chart shows how often people search Google for Abercrombie & Fitch and Lee by name. Each line represents a brand's share of searches for all seven jeans brands we track, month by month, from English-language searches worldwide.
Share of searches by month for Lee, Abercrombie & Fitch. The figures are in the table below the chart.
View monthly share of searches table
| Month | Levi's | Madewell | Nudie Jeans | Wrangler | Lee | Abercrombie & Fitch | Diesel |
|---|---|---|---|---|---|---|---|
| Oct 2025 | 39.9% | 32.8% | 8% | 9.8% | 5.4% | 3% | 1.2% |
| Nov 2025 | 38.2% | 38.2% | 6.3% | 7.7% | 5.2% | 3.4% | 1% |
| Dec 2025 | 37.3% | 37.3% | 7.5% | 9.2% | 5% | 2.8% | 1.1% |
| Jan 2026 | 43.3% | 29.2% | 8.7% | 8.7% | 5.8% | 3.2% | 1% |
| Feb 2026 | 43.4% | 29% | 8.7% | 8.7% | 5.8% | 3.2% | 1.1% |
| Mar 2026 | 40.7% | 33.5% | 8.2% | 8.2% | 5.5% | 3% | 0.83% |
| Apr 2026 | 37% | 37% | 9% | 7.4% | 6.1% | 2.7% | 0.84% |
| May 2026 | 36.6% | 36.6% | 8.9% | 8.9% | 6% | 2.2% | 0.79% |
| Jun 2026 | 41.3% | 33.8% | 8.3% | 8.3% | 5.5% | 2% | 0.83% |
| Jul 2026 | 41.6% | 34% | 8.3% | 8.3% | 4.6% | 2% | 1% |
| Aug 2026 | 36.5% | 36.5% | 8.9% | 8.9% | 4.9% | 3.3% | 1% |
| Sep 2026 | 35.7% | 35.7% | 10.7% | 8.7% | 4.8% | 3.2% | 1.2% |
How has the Abercrombie & Fitch and Lee comparison changed over the last 12 months?
3 findings
- Lee was ahead of Abercrombie & Fitch in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Abercrombie & Fitch’s share of searches among jeans brands worldwide moved from 3% to 3.2%, and its estimated monthly branded searches held steady at 74K.
- Across the 12 months ending September 2026, Lee’s share of searches among jeans brands worldwide moved from 5.4% to 4.8%, and its estimated monthly branded searches moved from 135K to 110K.
How did search popularity change for jeans brands worldwide in September 2026?
1 change
Estimated monthly branded searches for Lee worldwide fell 18.5% over 12 measured months, from 135K to 110K in September 2026.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Abercrombie & Fitch’s and Lee’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.
Abercrombie & Fitch
1 branded search term
- abercrombie jeans
Lee
1 branded search term
- lee jeans
Other head-to-heads among jeans brands
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