AS Colour vs Kith:Which is more popular?
In September 2026, AS Colour had more branded searches than Kith among streetwear brands in New Zealand. AS Colour had about 33,100 branded searches, while Kith had 60. AS Colour made up 35.1% of all streetwear brand searches we track, and Kith accounted for 0.06%. When we asked ChatGPT and Google AI Overviews about streetwear brands, AS Colour appeared in three of the five answers and Kith in none.
Who do people search for more?
AS Colour, about 552 searches for every 1 for Kith
Who does AI mention more?
AS Colour, mentioned in 3 of 5 answers, Kith in 0
Who does AI recommend more?
AS Colour, the only one of the two named
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Top streetwear brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, AS Colour was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. Kith did not appear in any of the five answers.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
I Love Ugly1st
Huffer2nd
Carhartt WIP3rd- AS Colour4th
Federation4th
Stüssy6th
Supreme–
Champion–
Kith–
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Huffer4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- AS Colour3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- I Love Ugly3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Carhartt WIP3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Federation2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Stüssy1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Supreme0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Champion0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Kith0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about streetwear brands
5 answers
Asked ChatGPT
“Which streetwear brand should I buy in New Zealand?”
Asked ChatGPT
“What are the best streetwear brands in New Zealand?”
Asked ChatGPT
“What's the best streetwear brand in New Zealand for everyday wear?”
Searched Google, AI Overview
“streetwear brands nz”
Searched Google, AI Overview
“streetwear clothing brands”
Brands are shown in the order each answer named them. The survey took place in New Zealand on October 21, 2026.
Is AS Colour or Kith more popular in search?
This chart shows how often people search Google for AS Colour and Kith by name. Each line represents a brand's share of searches for all nine streetwear brands we track, month by month, from searches in New Zealand.
Share of searches by month for AS Colour, Kith. The figures are in the table below the chart.
View monthly share of searches table
| Month | AS Colour | I Love Ugly | Huffer | Carhartt WIP | Stüssy | Federation | Supreme | Champion | Kith |
|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 39.5% | 21.7% | 18.4% | 9.9% | 7% | 1.9% | 0.82% | 0.82% | 0.06% |
| Nov 2025 | 35.5% | 35.6% | 15.7% | 6% | 5.1% | 0.94% | 0.6% | 0.42% | 0.05% |
| Dec 2025 | 37.7% | 25.3% | 20.4% | 8.2% | 5.8% | 1.2% | 0.76% | 0.56% | 0.06% |
| Jan 2026 | 38% | 20.9% | 18.6% | 11.9% | 6.8% | 1.5% | 1.5% | 0.68% | 0.11% |
| Feb 2026 | 40.8% | 22.4% | 16.6% | 10.8% | 5.9% | 1.6% | 1.4% | 0.57% | 0.06% |
| Mar 2026 | 37.4% | 25.1% | 18.3% | 10.1% | 5.5% | 1.5% | 1.5% | 0.66% | 0.06% |
| Apr 2026 | 36.4% | 20% | 22.1% | 11.4% | 5.4% | 1.4% | 2.4% | 0.79% | 0.07% |
| May 2026 | 33.8% | 22.7% | 24.7% | 9.7% | 4.8% | 1.3% | 2.1% | 0.74% | 0.07% |
| Jun 2026 | 33.6% | 22.5% | 25.1% | 10% | 4.6% | 1.3% | 2.1% | 0.77% | 0.06% |
| Jul 2026 | 31.8% | 21.4% | 25.7% | 11.3% | 5.5% | 1.5% | 1.8% | 0.89% | 0.07% |
| Aug 2026 | 31.5% | 31.5% | 19.6% | 9% | 4.6% | 1.5% | 1.5% | 0.81% | 0.04% |
| Sep 2026 | 35.1% | 23.6% | 20.2% | 10.3% | 5.8% | 2% | 2% | 0.93% | 0.06% |
How has the AS Colour and Kith comparison changed over the last 12 months?
3 findings
- AS Colour was ahead of Kith in every measured month of the 12 months ending 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, Kith’s share of searches among streetwear brands in New Zealand held steady at 0.06%, and its estimated monthly branded searches held steady at 60.
How did search popularity change for New Zealand streetwear brands in September 2026?
1 change
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.
How are branded searches counted?
6 search terms
Brandwave collects information about searches that people make online using AS Colour’s and Kith’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.
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