--- title: "AS Colour vs I Love Ugly: Which is searched more in New Zealand?" description: "Is AS Colour or I Love Ugly more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Streetwear brands set in New Zealand. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time." canonical: "https://gobrandwave.com/demand/nz/categories/nz-streetwear-brands/compare/as-colour-vs-i-love-ugly" publisher: "Brandwave" --- # AS Colour vs I Love Ugly: Which is searched more in New Zealand? Is AS Colour or I Love Ugly more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Streetwear brands set in New Zealand. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time. ## Key facts - **Compared**: AS Colour and I Love Ugly - **Competitive set**: Streetwear brands - **Market**: New Zealand - **Month measured**: Sep 2026 - **AS Colour Share of Search**: 35.1% - **I Love Ugly Share of Search**: 23.6% ## Is AS Colour or I Love Ugly more popular in search? - In September 2026, AS Colour had more branded searches than I Love Ugly among streetwear brands in New Zealand. AS Colour had about 33,100 branded searches, while I Love Ugly had 22,300. AS Colour made up 35.1% of all streetwear brand searches we track, and I Love Ugly accounted for 23.6%. - 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 streetwear brands in New Zealand moved from 39.5% to 35.1%, 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 streetwear brands in New Zealand moved from 21.7% to 23.6%, and its estimated monthly branded searches held steady at 22.3K. ## Top streetwear brands in ChatGPT and Google AI Overviews In three ChatGPT questions and two Google AI Overviews, AS Colour and I Love Ugly were each mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. I Love Ugly was listed before AS Colour in every answer that named either. Brands get a higher AI rank if they are mentioned earlier in the answers that list options. | Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it | | --- | --- | --- | --- | --- | | I Love Ugly | 1st | 3 of 3 | 0 of 2 | 3 of 5 | | Huffer | 2nd | 3 of 3 | 1 of 2 | 4 of 5 | | Carhartt WIP | 3rd | 1 of 3 | 2 of 2 | 3 of 5 | | AS Colour | 4th | 3 of 3 | 0 of 2 | 3 of 5 | | Federation | 4th | 2 of 3 | 0 of 2 | 2 of 5 | | Stüssy | 6th | 0 of 3 | 1 of 2 | 1 of 5 | | Supreme | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Champion | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Kith | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | ## Every AI answer about streetwear brands - Asked ChatGPT "Which streetwear brand should I buy in New Zealand?": 1. Huffer, 2. I Love Ugly, 3. AS Colour, 4. Carhartt WIP - Asked ChatGPT "What are the best streetwear brands in New Zealand?": 1. I Love Ugly, 2. Huffer, 3. Federation, 4. AS Colour - Asked ChatGPT "What's the best streetwear brand in New Zealand for everyday wear?": 1. I Love Ugly, 2. Huffer, 3. Federation, 4. AS Colour - Searched Google, AI Overview "streetwear brands nz": 1. Huffer, 2. Carhartt WIP - Searched Google, AI Overview "streetwear clothing brands": 1. Carhartt WIP, 2. Stüssy Not named in any answer: Supreme, Champion and Kith. Brands are listed in the order each answer named them. The answers were collected in New Zealand on October 21, 2026. ## How did search popularity change for New Zealand streetwear brands in September 2026? - 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, I Love Ugly lost share of searches among streetwear brands in New Zealand, from 31.5% to 23.6%. ## Month by month | Month | AS Colour estimated searches | AS Colour Share of Search | AS Colour rank | I Love Ugly estimated searches | I Love Ugly Share of Search | I Love Ugly rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 40.5K | 39.5% | 1 | 22.3K | 21.7% | 2 | | Nov 2025 | 60.5K | 35.5% | 2 | 60.6K | 35.6% | 1 | | Dec 2025 | 49.5K | 37.7% | 1 | 33.2K | 25.3% | 2 | | Jan 2026 | 33.1K | 38% | 1 | 18.2K | 20.9% | 2 | | Feb 2026 | 33.1K | 40.8% | 1 | 18.1K | 22.4% | 2 | | Mar 2026 | 40.5K | 37.4% | 1 | 27.2K | 25.1% | 2 | | Apr 2026 | 40.5K | 36.4% | 1 | 22.3K | 20% | 3 | | May 2026 | 40.5K | 33.8% | 1 | 27.2K | 22.7% | 3 | | Jun 2026 | 40.5K | 33.6% | 1 | 27.1K | 22.5% | 3 | | Jul 2026 | 33.1K | 31.8% | 1 | 22.3K | 21.4% | 3 | | Aug 2026 | 40.5K | 31.5% | 2 | 40.6K | 31.5% | 1 | | Sep 2026 | 33.1K | 35.1% | 1 | 22.3K | 23.6% | 2 | ## How each brand is measured 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**: Measured on the search terms “as colour” and “ascolour”, summed into one figure. - **I Love Ugly**: Measured on the search terms “i love ugly”, “i love ugly clothing” and “iloveugly”, summed into one figure. - [AS Colour profile](/demand/nz/brands/as-colour) - [I Love Ugly profile](/demand/nz/brands/i-love-ugly) - [All streetwear brands in New Zealand](/demand/nz/categories/nz-streetwear-brands): The set both shares are measured inside, 9 brands. ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### Is AS Colour or I Love Ugly more popular in search? In September 2026, AS Colour had more branded searches than I Love Ugly among streetwear brands in New Zealand. AS Colour had about 33,100 branded searches, while I Love Ugly had 22,300. AS Colour made up 35.1% of all streetwear brand searches we track, and I Love Ugly accounted for 23.6%. ## Cite this page Brandwave. "AS Colour vs I Love Ugly: Which is searched more in New Zealand?". https://gobrandwave.com/demand/nz/categories/nz-streetwear-brands/compare/as-colour-vs-i-love-ugly This page is also available as HTML at https://gobrandwave.com/demand/nz/categories/nz-streetwear-brands/compare/as-colour-vs-i-love-ugly. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.