How popular isFederation?
In September 2026, people searched for Federation by name about 1,900 times in New Zealand, about the same as the previous year. These searches made up 2% of all New Zealand streetwear brand searches, placing Federation sixth out of nine brands. When we asked both ChatGPT and Google AI Overviews about streetwear brands, Federation appeared in two of the five answers and was the joint fourth most recommended of the nine.
Federation is the sixth most searched of 9 competitors and the joint fourth most recommended in AI answers.
AS ColourShare of searches 35.1%Mentioned in 3 of 5 AI answersPlace in AI recommendations 4th
I Love UglyShare of searches 23.6%Mentioned in 3 of 5 AI answersPlace in AI recommendations 1st
HufferShare of searches 20.2%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
Carhartt WIPShare of searches 10.3%Mentioned in 3 of 5 AI answersPlace in AI recommendations 3rd
FederationShare of searches 2%Mentioned in 2 of 5 AI answersPlace in AI recommendations 4th
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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.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
- I Love Ugly1st
- Huffer2nd
- Carhartt WIP3rd
- AS Colour4th
- Federation4th
Stüssy6th
Supreme–
Champion–
Kith–
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Huffer4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- AS Colour3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- I Love Ugly3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Carhartt WIP3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Federation2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Stüssy1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Supreme0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Champion0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Kith0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about streetwear brands
5 answers
Asked ChatGPT
“Which streetwear brand should I buy in New Zealand?”
Asked ChatGPT
“What are the best streetwear brands in New Zealand?”
Asked ChatGPT
“What's the best streetwear brand in New Zealand for everyday wear?”
Searched Google, AI Overview
“streetwear brands nz”
Searched Google, AI Overview
“streetwear clothing brands”
Brands are shown in the order each answer named them. The survey took place in New Zealand on October 21, 2026.
Which streetwear brands compete with Federation?
Share of searches by month for AS Colour, I Love Ugly, Huffer, Carhartt WIP, Stüssy, Federation. The figures are in the table below the chart.
View monthly share of searches table
| Month | AS Colour | I Love Ugly | Huffer | Carhartt WIP | Stüssy | Federation | Supreme | Champion | Kith |
|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 39.5% | 21.7% | 18.4% | 9.9% | 7% | 1.9% | 0.82% | 0.82% | 0.06% |
| Nov 2025 | 35.5% | 35.6% | 15.7% | 6% | 5.1% | 0.94% | 0.6% | 0.42% | 0.05% |
| Dec 2025 | 37.7% | 25.3% | 20.4% | 8.2% | 5.8% | 1.2% | 0.76% | 0.56% | 0.06% |
| Jan 2026 | 38% | 20.9% | 18.6% | 11.9% | 6.8% | 1.5% | 1.5% | 0.68% | 0.11% |
| Feb 2026 | 40.8% | 22.4% | 16.6% | 10.8% | 5.9% | 1.6% | 1.4% | 0.57% | 0.06% |
| Mar 2026 | 37.4% | 25.1% | 18.3% | 10.1% | 5.5% | 1.5% | 1.5% | 0.66% | 0.06% |
| Apr 2026 | 36.4% | 20% | 22.1% | 11.4% | 5.4% | 1.4% | 2.4% | 0.79% | 0.07% |
| May 2026 | 33.8% | 22.7% | 24.7% | 9.7% | 4.8% | 1.3% | 2.1% | 0.74% | 0.07% |
| Jun 2026 | 33.6% | 22.5% | 25.1% | 10% | 4.6% | 1.3% | 2.1% | 0.77% | 0.06% |
| Jul 2026 | 31.8% | 21.4% | 25.7% | 11.3% | 5.5% | 1.5% | 1.8% | 0.89% | 0.07% |
| Aug 2026 | 31.5% | 31.5% | 19.6% | 9% | 4.6% | 1.5% | 1.5% | 0.81% | 0.04% |
| Sep 2026 | 35.1% | 23.6% | 20.2% | 10.3% | 5.8% | 2% | 2% | 0.93% | 0.06% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, moved from 2nd to 1st | 35.1% | 33.1K | -18.3% | +3.7 pointsmoved from 2nd to 1st | |
| 2, moved from 1st to 2nd | 23.6% | 22.3K | -45.2% | -7.9 pointsmoved from 1st to 2nd | |
| 3, held 3rd | 20.2% | 19.1K | -24.4% | +0.7 points | |
| 4, held 4th | 10.3% | 9.7K | -16.6% | +1.3 points | |
| 5, held 5th | 5.8% | 5.4K | -7.7% | +1.2 points | |
| 6, moved from 7th to 6th | 2% | 1.9K | 0% | +0.5 pointsmoved from 7th to 6th | |
| 7, moved from 6th to 7th | 2% | 1.9K | -4.1% | +0.5 pointsmoved from 6th to 7th | |
| 8, held 8th | 0.93% | 880 | -15.4% | +0.1 points | |
| 9, held 9th | 0.06% | 60 | +20% | 0 points |
35.1%
Moved from 2nd to 1st. 33.1K estimated branded searches, -18.3% vs prior month. Share +3.7 points.
23.6%
Moved from 1st to 2nd. 22.3K estimated branded searches, -45.2% vs prior month. Share -7.9 points.
3.
Huffer20.2%
Held 3rd. 19.1K estimated branded searches, -24.4% vs prior month. Share +0.7 points.
10.3%
Held 4th. 9.7K estimated branded searches, -16.6% vs prior month. Share +1.3 points.
5.
Stüssy5.8%
Held 5th. 5.4K estimated branded searches, -7.7% vs prior month. Share +1.2 points.
2%
Moved from 7th to 6th. 1.9K estimated branded searches, 0% vs prior month. Share +0.5 points.
7.
Supreme2%
Moved from 6th to 7th. 1.9K estimated branded searches, -4.1% vs prior month. Share +0.5 points.
8.
Champion0.93%
Held 8th. 880 estimated branded searches, -15.4% vs prior month. Share +0.1 points.
9.
Kith0.06%
Held 9th. 60 estimated branded searches, +20% vs prior month. Share 0 points.
Compare popularity between Federation and its closest rivals
Every comparison with Federation
8 comparisons
How has branded search demand for Federation changed in New Zealand over the last 12 months?
2 findings
- 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?
6 changes
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%.
How are Federation’s branded searches counted?
1 search term
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
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Is Federation your brand?
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