--- title: "Federation: search popularity in New Zealand" description: "Federation is a streetwear brand. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time." canonical: "https://gobrandwave.com/demand/nz/brands/federation" publisher: "Brandwave" --- # Federation: search popularity in New Zealand Federation is a streetwear brand. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time. ## Key facts - **Brand**: Federation - **Market**: New Zealand - **Measured month**: Sep 2026 - **Share of Search among streetwear brands**: 2% ## Where the brand sits | Competitive set | Rank | Share of Search | Estimated monthly branded searches | | --- | --- | --- | --- | | Streetwear brands | 6 | 2% | 1.9K | - [Streetwear brands](/demand/nz/categories/nz-streetwear-brands) ## Top streetwear brands in ChatGPT and Google AI Overviews In three ChatGPT questions and two Google AI Overviews, Federation was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Federation is the joint fourth most recommended of the nine. Brands get a higher AI rank if they are mentioned earlier in the answers that list options. | Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it | | --- | --- | --- | --- | --- | | I Love Ugly | 1st | 3 of 3 | 0 of 2 | 3 of 5 | | Huffer | 2nd | 3 of 3 | 1 of 2 | 4 of 5 | | Carhartt WIP | 3rd | 1 of 3 | 2 of 2 | 3 of 5 | | AS Colour | 4th | 3 of 3 | 0 of 2 | 3 of 5 | | Federation | 4th | 2 of 3 | 0 of 2 | 2 of 5 | | Stüssy | 6th | 0 of 3 | 1 of 2 | 1 of 5 | | Supreme | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Champion | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Kith | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | ## Every AI answer about streetwear brands - Asked ChatGPT "Which streetwear brand should I buy in New Zealand?": 1. Huffer, 2. I Love Ugly, 3. AS Colour, 4. Carhartt WIP - Asked ChatGPT "What are the best streetwear brands in New Zealand?": 1. I Love Ugly, 2. Huffer, 3. Federation, 4. AS Colour - Asked ChatGPT "What's the best streetwear brand in New Zealand for everyday wear?": 1. I Love Ugly, 2. Huffer, 3. Federation, 4. AS Colour - Searched Google, AI Overview "streetwear brands nz": 1. Huffer, 2. Carhartt WIP - Searched Google, AI Overview "streetwear clothing brands": 1. Carhartt WIP, 2. Stüssy Not named in any answer: Supreme, Champion and Kith. Brands are listed in the order each answer named them. The answers were collected in New Zealand on October 21, 2026. ## How has branded search demand for Federation changed in New Zealand over the last 12 months? - Across the 12 months ending September 2026, estimated monthly branded searches for Federation in New Zealand held steady at 1.9K. - Across the 12 months ending September 2026, Federation’s share of searches among streetwear brands in New Zealand peaked at 2% in September 2026 and was lowest at 0.94% in November 2025. ## How did search popularity change for New Zealand streetwear brands in September 2026? - In September 2026, AS Colour overtook I Love Ugly to become the leader among streetwear brands in New Zealand, with 35.1% of the searches. - In September 2026, Federation overtook Supreme to rank 6th among streetwear brands in New Zealand, with 2% of the searches. - In September 2026, Carhartt WIP gained share of searches among streetwear brands in New Zealand, from 9% to 10.3%. - In September 2026, Stüssy gained share of searches among streetwear brands in New Zealand, from 4.6% to 5.8%. - In September 2026, Huffer gained share of searches among streetwear brands in New Zealand, from 19.6% to 20.2%. - In September 2026, I Love Ugly lost share of searches among streetwear brands in New Zealand, from 31.5% to 23.6%. ## Historical estimated branded-search demand | Month | Competitive set | Estimated monthly branded searches | Share of Search | Rank | | --- | --- | --- | --- | --- | | Oct 2025 | Streetwear brands | 1.9K | 1.9% | 6 | | Nov 2025 | Streetwear brands | 1.6K | 0.94% | 6 | | Dec 2025 | Streetwear brands | 1.6K | 1.2% | 6 | | Jan 2026 | Streetwear brands | 1.3K | 1.5% | 7 | | Feb 2026 | Streetwear brands | 1.3K | 1.6% | 6 | | Mar 2026 | Streetwear brands | 1.6K | 1.5% | 7 | | Apr 2026 | Streetwear brands | 1.6K | 1.4% | 7 | | May 2026 | Streetwear brands | 1.6K | 1.3% | 7 | | Jun 2026 | Streetwear brands | 1.6K | 1.3% | 7 | | Jul 2026 | Streetwear brands | 1.6K | 1.5% | 7 | | Aug 2026 | Streetwear brands | 1.9K | 1.5% | 7 | | Sep 2026 | Streetwear brands | 1.9K | 2% | 6 | ## How are Federation’s branded searches counted? Brandwave collects information about searches that people make online using Federation’s name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading. - “federation” ## Which streetwear brands compete with Federation? - [AS Colour](/demand/nz/brands/as-colour) - [I Love Ugly](/demand/nz/brands/i-love-ugly) - [Huffer](/demand/nz/brands/huffer): Head-to-head: /demand/nz/compare/federation-vs-huffer - [Carhartt WIP](/demand/nz/brands/carhartt-wip): Head-to-head: /demand/nz/compare/carhartt-wip-vs-federation - [Stüssy](/demand/nz/brands/stussy): Head-to-head: /demand/nz/compare/federation-vs-stussy - [Supreme](/demand/nz/brands/supreme): Head-to-head: /demand/nz/compare/federation-vs-supreme - [Champion](/demand/nz/brands/champion): Head-to-head: /demand/nz/compare/champion-vs-federation - [Kith](/demand/nz/brands/kith) ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Cite this page Brandwave. "Federation: search popularity in New Zealand". https://gobrandwave.com/demand/nz/brands/federation This page is also available as HTML at https://gobrandwave.com/demand/nz/brands/federation. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.