Lee vs Madewell:Which is more popular?
In September 2026, Madewell had more branded searches than Lee among denim brands worldwide. Madewell had about 823,000 branded searches, while Lee had 110,000. Madewell made up 34.6% of all denim brand searches we track, and Lee accounted for 4.6%. When we asked ChatGPT and Google AI Overviews about denim brands, Madewell appeared in three of the five answers and Lee in none.
Who do people search for more?
Madewell, about 7 searches for every 1 for Lee
Who does AI mention more?
Madewell, mentioned in 3 of 5 answers, Lee in 0
Who does AI recommend more?
Madewell, 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, Madewell 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.
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- Madewell3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Wrangler2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
AGOLDE2 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
Ksubi0 of 5Named in 0 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 denim brand should I buy?”
Asked ChatGPT
“What are the best denim brands?”
Asked ChatGPT
“What's the best denim brand for everyday jeans?”
Searched Google, AI Overview
“jeans brand”
Searched Google, AI Overview
“selvedge denim”
Brands are shown in the order each answer named them. The survey took place in the United States on October 20, 2026.
Is Lee or Madewell more popular in search?
This chart shows how often people search Google for Lee and Madewell by name. Each line represents a brand's share of searches for all seven denim brands we track, month by month, from English-language searches worldwide.
Share of searches by month for Madewell, Lee. The figures are in the table below the chart.
View monthly share of searches table
| Month | Levi's | Madewell | Nudie Jeans | Wrangler | Ksubi | Lee | AGOLDE |
|---|---|---|---|---|---|---|---|
| Oct 2025 | 38.8% | 31.9% | 7.8% | 9.5% | 5.2% | 5.2% | 1.6% |
| Nov 2025 | 37.3% | 37.3% | 6.2% | 7.5% | 5.1% | 5.1% | 1.5% |
| Dec 2025 | 35.9% | 35.9% | 7.2% | 8.8% | 5.9% | 4.8% | 1.5% |
| Jan 2026 | 41.8% | 28.1% | 8.4% | 8.4% | 5.6% | 5.6% | 2.1% |
| Feb 2026 | 41.9% | 28% | 8.4% | 8.4% | 5.6% | 5.6% | 2.1% |
| Mar 2026 | 39.3% | 32.3% | 7.9% | 7.9% | 5.3% | 5.3% | 1.9% |
| Apr 2026 | 35.3% | 35.3% | 8.6% | 7.1% | 5.8% | 5.8% | 2.1% |
| May 2026 | 34.8% | 34.8% | 8.5% | 8.5% | 5.7% | 5.7% | 2.1% |
| Jun 2026 | 39% | 31.9% | 7.8% | 7.8% | 6.4% | 5.2% | 1.9% |
| Jul 2026 | 38.8% | 31.7% | 7.8% | 7.8% | 7.8% | 4.3% | 1.9% |
| Aug 2026 | 35.3% | 35.3% | 8.6% | 8.6% | 5.8% | 4.7% | 1.7% |
| Sep 2026 | 34.6% | 34.6% | 10.3% | 8.5% | 5.7% | 4.6% | 1.7% |
How has the Lee and Madewell comparison changed over the last 12 months?
3 findings
- Madewell 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 worldwide moved from 5.2% to 4.6%, and its estimated monthly branded searches moved from 135K to 110K.
- Across the 12 months ending September 2026, Madewell’s share of searches among denim brands worldwide moved from 31.9% to 34.6%, and its estimated monthly branded searches held steady at 823K.
How did search popularity change for denim brands worldwide in September 2026?
2 changes
In September 2026, Madewell lost share of searches among denim brands worldwide, from 35.3% to 34.6%.
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 Lee’s and Madewell’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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