Brandwave

How popular isI Love Ugly?

In September 2026, people searched for I Love Ugly by name about 22,300 times in New Zealand, about the same as the previous year. These searches made up 23.6% of all New Zealand streetwear brand searches, placing I Love Ugly second out of nine brands. When we asked both ChatGPT and Google AI Overviews about streetwear brands, I Love Ugly appeared in three of the five answers and was the most recommended of the nine.

Search and AI answers in September 2026

I Love Ugly is the second most searched of 9 competitors and the most recommended in AI answers.

  1. AS ColourShare of searches 35.1%Mentioned in 3 of 5 AI answersPlace in AI recommendations 4th
  2. I Love UglyShare of searches 23.6%Mentioned in 3 of 5 AI answersPlace in AI recommendations 1st
  3. HufferShare of searches 20.2%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
  4. Carhartt WIPShare of searches 10.3%Mentioned in 3 of 5 AI answersPlace in AI recommendations 3rd
  5. StüssyShare of searches 5.8%Mentioned in 1 of 5 AI answersPlace in AI recommendations 6th

+4 more

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Top streetwear brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, I Love Ugly was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. I Love Ugly is the most recommended of the nine.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. I Love Ugly1st
  2. Huffer2nd
  3. Carhartt WIP3rd
  4. AS Colour4th
  5. Federation4th
  6. Stüssy6th
  7. Supreme–
  8. Champion–
  9. 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

Not named in any answer:

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 I Love Ugly?

I Love Ugly against streetwear brands in New Zealand, by month

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
MonthAS ColourI Love UglyHufferCarhartt WIPStüssyFederationSupremeChampionKith
Oct 202539.5%21.7%18.4%9.9%7%1.9%0.82%0.82%0.06%
Nov 202535.5%35.6%15.7%6%5.1%0.94%0.6%0.42%0.05%
Dec 202537.7%25.3%20.4%8.2%5.8%1.2%0.76%0.56%0.06%
Jan 202638%20.9%18.6%11.9%6.8%1.5%1.5%0.68%0.11%
Feb 202640.8%22.4%16.6%10.8%5.9%1.6%1.4%0.57%0.06%
Mar 202637.4%25.1%18.3%10.1%5.5%1.5%1.5%0.66%0.06%
Apr 202636.4%20%22.1%11.4%5.4%1.4%2.4%0.79%0.07%
May 202633.8%22.7%24.7%9.7%4.8%1.3%2.1%0.74%0.07%
Jun 202633.6%22.5%25.1%10%4.6%1.3%2.1%0.77%0.06%
Jul 202631.8%21.4%25.7%11.3%5.5%1.5%1.8%0.89%0.07%
Aug 202631.5%31.5%19.6%9%4.6%1.5%1.5%0.81%0.04%
Sep 202635.1%23.6%20.2%10.3%5.8%2%2%0.93%0.06%

  1. 1.AS Colour

    35.1%

    Moved from 2nd to 1st. 33.1K estimated branded searches, -18.3% vs prior month. Share +3.7 points.

  2. 2.I Love Ugly

    23.6%

    Moved from 1st to 2nd. 22.3K estimated branded searches, -45.2% vs prior month. Share -7.9 points.

  3. 3.Huffer

    20.2%

    Held 3rd. 19.1K estimated branded searches, -24.4% vs prior month. Share +0.7 points.

  4. 4.Carhartt WIP

    10.3%

    Held 4th. 9.7K estimated branded searches, -16.6% vs prior month. Share +1.3 points.

  5. 5.Stüssy

    5.8%

    Held 5th. 5.4K estimated branded searches, -7.7% vs prior month. Share +1.2 points.

  6. 6.Federation

    2%

    Moved from 7th to 6th. 1.9K estimated branded searches, 0% vs prior month. Share +0.5 points.

  7. 7.Supreme

    2%

    Moved from 6th to 7th. 1.9K estimated branded searches, -4.1% vs prior month. Share +0.5 points.

  8. 8.Champion

    0.93%

    Held 8th. 880 estimated branded searches, -15.4% vs prior month. Share +0.1 points.

  9. 9.Kith

    0.06%

    Held 9th. 60 estimated branded searches, +20% vs prior month. Share 0 points.

Compare popularity between I Love Ugly and its closest rivals

Every comparison with I Love Ugly

29 comparisons

How has branded search demand for I Love Ugly changed in New Zealand over the last 12 months?

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for I Love Ugly in New Zealand held steady at 22.3K.
  • Across the 12 months ending September 2026, I Love Ugly’s share of searches among streetwear brands in New Zealand increased from 21.7% to 23.6%.
  • Across the 12 months ending September 2026, I Love Ugly’s share of searches among streetwear brands in New Zealand peaked at 35.6% in November 2025 and was lowest at 20% in April 2026.

How did search popularity change for New Zealand streetwear brands in September 2026?

6 changes

  1. 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.

  2. In September 2026, Federation overtook Supreme to rank 6th among streetwear brands in New Zealand, with 2% of the searches.

  3. In September 2026, Carhartt WIP gained share of searches among streetwear brands in New Zealand, from 9% to 10.3%.

  4. In September 2026, Stüssy gained share of searches among streetwear brands in New Zealand, from 4.6% to 5.8%.

  5. In September 2026, Huffer gained share of searches among streetwear brands in New Zealand, from 19.6% to 20.2%.

  6. In September 2026, I Love Ugly lost share of searches among streetwear brands in New Zealand, from 31.5% to 23.6%.

How are I Love Ugly’s branded searches counted?

3 search terms

Brandwave collects information about searches that people make online using I Love Ugly’s name. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brand is growing, holding steady, or fading.

  • i love ugly
  • i love ugly clothing
  • iloveugly

Do you work for I Love Ugly? To request corrections or removal please contact us via our support page and we will be happy to assist.

How the Brand Demand Index is measured

Where does I Love Ugly compete?

I Love Ugly is ranked in four competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Cargo pants brands3rd of 78%Show ranking
Streetwear and surf retailers4th of 1012.1%Show ranking
Menswear retailers4th of 1012.9%Show ranking
Streetwear brands2nd of 923.6%Shown above
Creator with pink hair and a pink jacket

Is I Love Ugly your brand?

Put your own campaigns, spend and outcomes next to this demand line, so you can see which of your marketing lined up with the movements above.

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