Lee vs Wrangler:Which is more popular?
In September 2026, Wrangler had more branded searches than Lee among denim brands in New Zealand. Wrangler had about 690 branded searches, while Lee had 320. Wrangler made up 5.1% of all denim brand searches we track, and Lee accounted for 2.3%. When we asked ChatGPT and Google AI Overviews about denim brands, Lee and Wrangler each appeared in three of the five answers. Lee was mentioned before Wrangler in every answer that named either.
Who do people search for more?
Wrangler, about 2 searches for every 1 for Lee
Who does AI mention more?
Both were mentioned in 3 of 5 answers.
Who does AI recommend more?
Lee, named ahead of Wrangler in 3 of 3 answers
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Top denim brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Lee and Wrangler were each mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Lee was listed before Wrangler in every answer that named either.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
Levi's4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Neuw4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers- Wrangler3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Lee3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Glassons2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Nudie Jeans2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Ksubi1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Abrand0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about denim brands
5 answers
Asked ChatGPT
“Which denim brand should I buy in New Zealand?”
Asked ChatGPT
“What are the best denim brands in New Zealand?”
Asked ChatGPT
“What's the best denim brand in New Zealand for everyday jeans?”
Searched Google, AI Overview
“jeans nz”
Searched Google, AI Overview
“premium denim brands”
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.
Is Lee or Wrangler more popular in search?
This chart shows how often people search Google for Lee and Wrangler by name. Each line represents a brand's share of searches for all eight denim brands we track, month by month, from searches in New Zealand.
Share of searches by month for Wrangler, Lee. The figures are in the table below the chart.
View monthly share of searches table
| Month | Levi's | Abrand | Glassons | Ksubi | Nudie Jeans | Neuw | Wrangler | Lee |
|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 38.4% | 19% | 8.4% | 8.4% | 10.9% | 6.8% | 4.8% | 3.3% |
| Nov 2025 | 37% | 20.6% | 7.1% | 10.5% | 10.5% | 6.4% | 4.6% | 3.2% |
| Dec 2025 | 34.4% | 21.8% | 6.8% | 12.2% | 12.2% | 5.7% | 4.5% | 2.4% |
| Jan 2026 | 32.8% | 20.4% | 8% | 11.9% | 11.9% | 6.3% | 5.8% | 2.9% |
| Feb 2026 | 35% | 20.3% | 8.4% | 9.6% | 9.6% | 8% | 5.4% | 3.7% |
| Mar 2026 | 34.1% | 19.5% | 11% | 11% | 9% | 8.8% | 3.8% | 2.7% |
| Apr 2026 | 30.2% | 22.6% | 10.6% | 8.6% | 10.6% | 9.5% | 5.4% | 2.6% |
| May 2026 | 31.6% | 19.1% | 9.9% | 8% | 11.7% | 8.8% | 7.9% | 3% |
| Jun 2026 | 36.4% | 18.9% | 9.8% | 7.9% | 11.6% | 6.8% | 5.6% | 2.9% |
| Jul 2026 | 29.3% | 21.6% | 10.2% | 8.3% | 12.1% | 8.3% | 7.1% | 3.1% |
| Aug 2026 | 42.2% | 18.2% | 8.6% | 7% | 8.6% | 6.6% | 6.4% | 2.6% |
| Sep 2026 | 33.9% | 21.2% | 9.5% | 9.5% | 9.5% | 9% | 5.1% | 2.3% |
How has the Lee and Wrangler comparison changed over the last 12 months?
3 findings
- Wrangler was ahead of Lee in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Lee’s share of searches among denim brands in New Zealand moved from 3.3% to 2.3%, and its estimated monthly branded searches moved from 390 to 320.
- Across the 12 months ending September 2026, Wrangler’s share of searches among denim brands in New Zealand moved from 4.8% to 5.1%, and its estimated monthly branded searches moved from 570 to 690.
How did search popularity change for New Zealand denim brands in September 2026?
2 changes
In September 2026, Wrangler lost share of searches among denim brands in New Zealand, from 6.4% to 5.1%.
Estimated monthly branded searches for Lee in New Zealand fell 17.9% over 12 measured months, from 390 to 320 in September 2026.
How are branded searches counted?
5 search terms
Brandwave collects information about searches that people make online using Lee’s and Wrangler’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.
Other head-to-heads among denim brands
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