--- title: "Huffer vs I Love Ugly: Which is searched more in New Zealand?" description: "Is Huffer 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/huffer-vs-i-love-ugly" publisher: "Brandwave" --- # Huffer vs I Love Ugly: Which is searched more in New Zealand? Is Huffer 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**: Huffer and I Love Ugly - **Competitive set**: Streetwear brands - **Market**: New Zealand - **Month measured**: Sep 2026 - **Huffer Share of Search**: 20.2% - **I Love Ugly Share of Search**: 23.6% ## Is Huffer or I Love Ugly more popular in search? - In September 2026, I Love Ugly had more branded searches than Huffer among streetwear brands in New Zealand. I Love Ugly had about 22,300 branded searches, while Huffer had 19,100. I Love Ugly made up 23.6% of all streetwear brand searches we track, and Huffer accounted for 20.2%. - The lead changed hands 2 times in the 12 months ending September 2026: Huffer took it in April 2026, I Love Ugly took it in August 2026. - Across the 12 months ending September 2026, Huffer’s share of searches among streetwear brands in New Zealand moved from 18.4% to 20.2%, and its estimated monthly branded searches moved from 18.8K to 19.1K. - 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, Huffer was mentioned in four out of five: in all three ChatGPT answers and in one of the 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 was listed before Huffer in two out of three answers 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, Huffer gained share of searches among streetwear brands in New Zealand, from 19.6% to 20.2%. - 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 | Huffer estimated searches | Huffer Share of Search | Huffer rank | I Love Ugly estimated searches | I Love Ugly Share of Search | I Love Ugly rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 18.8K | 18.4% | 3 | 22.3K | 21.7% | 2 | | Nov 2025 | 26.8K | 15.7% | 3 | 60.6K | 35.6% | 1 | | Dec 2025 | 26.9K | 20.4% | 3 | 33.2K | 25.3% | 2 | | Jan 2026 | 16.2K | 18.6% | 3 | 18.2K | 20.9% | 2 | | Feb 2026 | 13.4K | 16.6% | 3 | 18.1K | 22.4% | 2 | | Mar 2026 | 19.8K | 18.3% | 3 | 27.2K | 25.1% | 2 | | Apr 2026 | 24.6K | 22.1% | 2 | 22.3K | 20% | 3 | | May 2026 | 29.5K | 24.7% | 2 | 27.2K | 22.7% | 3 | | Jun 2026 | 30.3K | 25.1% | 2 | 27.1K | 22.5% | 3 | | Jul 2026 | 26.7K | 25.7% | 2 | 22.3K | 21.4% | 3 | | Aug 2026 | 25.2K | 19.6% | 3 | 40.6K | 31.5% | 1 | | Sep 2026 | 19.1K | 20.2% | 3 | 22.3K | 23.6% | 2 | ## How each brand is measured Brandwave collects information about searches that people make online using Huffer’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. - **Huffer**: Measured on the search terms “huffer”, “huffer beanie”, “huffer britomart”, “huffer cap”, “huffer clothing”, “huffer fleece”, “huffer hoodie”, “huffer jacket”, “huffer jersey”, “huffer puffer”, “huffer puffer jacket”, “huffer rain jacket”, “huffer sale”, “huffer shirt”, “huffer snowboard jacket”, “huffer superdown”, “huffer superdown jacket”, “huffer sylvia park”, “huffer t shirts” and “huffer tee”, 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. - [Huffer profile](/demand/nz/brands/huffer) - [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 Huffer or I Love Ugly more popular in search? In September 2026, I Love Ugly had more branded searches than Huffer among streetwear brands in New Zealand. I Love Ugly had about 22,300 branded searches, while Huffer had 19,100. I Love Ugly made up 23.6% of all streetwear brand searches we track, and Huffer accounted for 20.2%. ## Cite this page Brandwave. "Huffer vs I Love Ugly: Which is searched more in New Zealand?". https://gobrandwave.com/demand/nz/categories/nz-streetwear-brands/compare/huffer-vs-i-love-ugly This page is also available as HTML at https://gobrandwave.com/demand/nz/categories/nz-streetwear-brands/compare/huffer-vs-i-love-ugly. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.