AS Colour vs I Love Ugly:Which is more popular by branded search in New Zealand?
In August 2026, AS Colour had more branded searches than I Love Ugly among menswear retailers in New Zealand. AS Colour was estimated to have 50.4K branded searches compared to I Love Ugly’s 40.6K, and held a 24.1% Share of Search versus I Love Ugly’s 19.4%.
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Which is more popular in search, AS Colour or I Love Ugly?
Clothing retailers with a substantial men's range sold to New Zealand shoppers. 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.
Share of Search by month for AS Colour, I Love Ugly. The figures are in the table below the chart.
View monthly share of search table
| Month | Hallensteins | AS Colour | I Love Ugly | Rodd & Gunn | Barkers | Tarocash | Working Style | Industrie |
|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 28.9% | 28.3% | 12.9% | 10.8% | 12.1% | 3.8% | 1.7% | 1.4% |
| Nov 2025 | 25.5% | 25.9% | 20.8% | 11.7% | 11.2% | 2.8% | 1.2% | 0.97% |
| Dec 2025 | 34.4% | 23.3% | 12.6% | 12.8% | 12.4% | 2.5% | 1.1% | 0.93% |
| Jan 2026 | 35.4% | 24.1% | 10.6% | 10.9% | 12.7% | 3.2% | 1.8% | 1.3% |
| Feb 2026 | 32.5% | 26% | 11.9% | 12.1% | 11.7% | 2.9% | 1.6% | 1.3% |
| Mar 2026 | 32% | 26.6% | 14.3% | 9.8% | 11.8% | 2.8% | 1.6% | 1.1% |
| Apr 2026 | 36.9% | 25.1% | 11.1% | 11.3% | 10.6% | 2.7% | 1.3% | 1.1% |
| May 2026 | 34.9% | 23.7% | 12.8% | 10.8% | 12.3% | 3.1% | 1.5% | 1% |
| Jun 2026 | 30.2% | 25.1% | 13.5% | 11.4% | 13.7% | 3.3% | 1.5% | 1.3% |
| Jul 2026 | 33.6% | 23.8% | 12.3% | 12.6% | 12% | 3% | 1.4% | 1.3% |
| Aug 2026 | 29% | 24.1% | 19.4% | 11% | 10.7% | 3.2% | 1.5% | 1.2% |
| Sep 2026 | — | — | — | — | — | — | — | — |
How has the AS Colour and I Love Ugly comparison changed over the last 12 months?
3 findings
- AS Colour was ahead of I Love Ugly in every measured month of the 11 months ending August 2026.
- Across the 11 months ending August 2026, AS Colour’s estimated Share of Search among menswear retailers in New Zealand moved from 28.3% to 24.1%, and its estimated monthly branded searches moved from 48.6K to 50.4K.
- Across the 11 months ending August 2026, I Love Ugly’s estimated Share of Search among menswear retailers in New Zealand moved from 12.9% to 19.4%, and its estimated monthly branded searches moved from 22.3K to 40.6K.
How did search popularity change for New Zealand menswear retailers in August 2026?
1 change
In August 2026, I Love Ugly overtook Rodd & Gunn to rank 3rd among menswear retailers in New Zealand, at 19.4%.
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
3 branded search terms
- as colour
- as colour nz
- ascolour
I Love Ugly
3 branded search terms
- i love ugly
- i love ugly clothing
- iloveugly
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.