Brandwave

Hallensteins vs I Love Ugly:Which is more popular?

In September 2026, Hallensteins had more branded searches than I Love Ugly among menswear retailers in New Zealand. Hallensteins had about 60,800 branded searches, while I Love Ugly had 22,300. Hallensteins made up 35.1% 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, Hallensteins and I Love Ugly each appeared in one of the five answers. Hallensteins and I Love Ugly were each mentioned first in one of the two answers that named either.

Among menswear retailers in New Zealand in September 2026

Who do people search for more?

Hallensteins, about 3 searches for every 1 for I Love Ugly

Hallensteins 60.8K searchesI Love Ugly 22.3K searches

Who does AI mention more?

Both were mentioned in 1 of 5 answers.

Hallensteins in 1 of 5I Love Ugly in 1 of 5

Who does AI recommend more?

Each is named first in 1 of 2 answers.

Hallensteins first in 1I Love Ugly first in 1

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Top menswear retailers in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Hallensteins and I Love Ugly were each mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. Hallensteins and I Love Ugly were each listed first in one of the two answers 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 Hallensteins or I Love Ugly more popular in search?

This chart shows how often people search Google for Hallensteins 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.

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

Share of searches by month for Hallensteins, 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 Hallensteins and I Love Ugly comparison changed over the last 12 months?

3 findings

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, Hallensteins gained share of searches among menswear retailers in New Zealand, from 30.3% to 35.1%.

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

How are branded searches counted?

5 search terms

Brandwave collects information about searches that people make online using Hallensteins’ 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.

Hallensteins

2 branded search terms

  • hallensteins
  • hallesteins

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

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