Brandwave

AS Colour vs I Love Ugly:Which is more popular?

In September 2026, AS Colour had more branded searches than I Love Ugly among menswear retailers in New Zealand. AS Colour had about 33,100 branded searches, while I Love Ugly had 22,300. AS Colour made up 19.1% of all menswear retailer searches we track, and I Love Ugly accounted for 12.9%. When we asked ChatGPT and Google AI Overviews about menswear retailers, AS Colour appeared in three of the five answers and I Love Ugly in one. AS Colour was mentioned before I Love Ugly in every answer that named either.

Among menswear retailers in New Zealand in September 2026

Who do people search for more?

AS Colour, about 49% more searches than I Love Ugly

AS Colour 33.1K searchesI Love Ugly 22.3K searches

Who does AI mention more?

AS Colour, mentioned in 3 of 5 answers, I Love Ugly in 1

AS Colour in 3 of 5I Love Ugly in 1 of 5

Who does AI recommend more?

AS Colour, named ahead of I Love Ugly in 3 of 3 answers

AS Colour first in 3I Love Ugly never first

Follow AS Colour vs I Love Ugly and get free monthly updates on what changed

By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy

Track your brand against a rival →

Top menswear retailers in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, AS Colour was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. I Love Ugly was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. AS Colour was listed before I Love Ugly in every answer that named either.

Most recommended by AI

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

  1. Barkers1st
  2. 3 Wise Men2nd
  3. Rodd & Gunn3rd
  4. AS Colour4th
  5. Working Style5th
  6. Rembrandt6th
  7. Hallensteins7th
  8. I Love Ugly8th
  9. Tarocash–
  10. Industrie–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • AS Colour3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Barkers3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • 3 Wise Men3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Rembrandt3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Rodd & Gunn2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Working Style2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Hallensteins1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • I Love Ugly1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Tarocash0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Industrie0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about menswear retailers

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 19, 2026.

Is AS Colour or I Love Ugly more popular in search?

This chart shows how often people search Google for AS Colour and I Love Ugly by name. Each line represents a brand's share of searches for all ten menswear retailers we track, month by month, from searches in New Zealand.

AS Colour and I Love Ugly among menswear retailers in New Zealand, by month

Share of searches by month for AS Colour, I Love Ugly. The figures are in the table below the chart.

View monthly share of searches table
MonthHallensteinsAS ColourBarkersI Love UglyRodd & GunnTarocashWorking StyleIndustrie3 Wise MenRembrandt
Oct 202530.2%24.6%12.4%13.5%11.3%4%1.5%1.3%0.79%0.32%
Nov 202526.8%21.8%11.6%21.9%12.3%2.9%1%0.95%0.58%0.17%
Dec 202535.9%19.6%12.7%13.1%13.4%2.6%0.95%0.87%0.75%0.15%
Jan 202636.3%19.8%12.8%10.9%13.5%3.2%1.4%1.2%0.6%0.32%
Feb 202633.9%22.6%12%12.4%12.6%3%1.3%1.3%0.68%0.24%
Mar 202633.6%22.4%12.2%15%10.3%3%1.3%1.1%0.72%0.24%
Apr 202638.6%21.1%10.9%11.6%11.9%2.8%0.99%1.1%0.83%0.23%
May 202636.5%19.9%12.6%13.3%11.3%3.2%1.2%1%0.79%0.26%
Jun 202631.7%21.1%14.1%14.2%11.9%3.4%1.3%1.3%0.83%0.19%
Jul 202635.3%19.2%12.4%12.9%13.2%3.1%1.1%1.3%0.93%0.37%
Aug 202630.3%20.2%11%20.3%11.4%3.3%1.2%1.1%0.8%0.38%
Sep 202635.1%19.1%14.7%12.9%10.8%3.8%1.4%1.1%0.75%0.25%

How has the AS Colour and I Love Ugly comparison changed over the last 12 months?

3 findings
  • The lead changed hands 4 times in the 12 months ending September 2026: I Love Ugly took it in November 2025, AS Colour took it in December 2025, I Love Ugly took it in August 2026, AS Colour took it in September 2026.
  • Across the 12 months ending September 2026, AS Colour’s share of searches among menswear retailers in New Zealand moved from 24.6% to 19.1%, and its estimated monthly branded searches moved from 40.5K to 33.1K.
  • Across the 12 months ending September 2026, I Love Ugly’s share of searches among menswear retailers in New Zealand moved from 13.5% to 12.9%, and its estimated monthly branded searches held steady at 22.3K.

How did search popularity change for New Zealand menswear retailers in September 2026?

3 changes

  1. In September 2026, Barkers overtook I Love Ugly and Rodd & Gunn to rank 3rd among menswear retailers in New Zealand, with 14.7% of the searches.

  2. In September 2026, I Love Ugly lost share of searches among menswear retailers in New Zealand, from 20.3% to 12.9%.

  3. In September 2026, AS Colour lost share of searches among menswear retailers in New Zealand, from 20.2% to 19.1%.

How are branded searches counted?

5 search terms

Brandwave collects information about searches that people make online using AS Colour’s and I Love Ugly’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.

AS Colour

2 branded search terms

  • as colour
  • ascolour

I Love Ugly

3 branded search terms

  • i love ugly
  • i love ugly clothing
  • iloveugly

How the Brand Demand Index is measured

Other head-to-heads among menswear retailers

Creator with pink hair and a pink jacket

Put your own brand in this comparison

Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.

Start free