Brandwave

AS Colour vs Mitchell & Ness:Which is more popular?

In September 2026, AS Colour had more branded searches than Mitchell & Ness among cap brands in New Zealand. AS Colour had about 780 branded searches, while Mitchell & Ness had 720. AS Colour made up 14.2% of all cap brand searches we track, and Mitchell & Ness accounted for 13.1%. When we asked ChatGPT and Google AI Overviews about cap brands, AS Colour appeared in three of the five answers and Mitchell & Ness in none.

Among cap brands in New Zealand in September 2026

Who do people search for more?

AS Colour, about 8% more searches than Mitchell & Ness

AS Colour 780 searchesMitchell & Ness 720 searches

Who does AI mention more?

AS Colour, mentioned in 3 of 5 answers, Mitchell & Ness in 0

AS Colour in 3 of 5Mitchell & Ness in 0 of 5

Who does AI recommend more?

AS Colour, the only one of the two named

AS Colour first in 3Mitchell & Ness never named

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Top cap 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. Mitchell & Ness 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.

  1. New Era1st
  2. AS Colour2nd
  3. Patagonia3rd
  4. Mitchell & Ness–
  5. Flexfit–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • New Era5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • AS Colour3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Patagonia3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Mitchell & Ness0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Flexfit0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about cap brands

5 answers

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 AS Colour or Mitchell & Ness more popular in search?

This chart shows how often people search Google for AS Colour and Mitchell & Ness by name. Each line represents a brand's share of searches for all five cap brands we track, month by month, from searches in New Zealand.

AS Colour and Mitchell & Ness among cap brands in New Zealand, by month

Share of searches by month for AS Colour, Mitchell & Ness. The figures are in the table below the chart.

View monthly share of searches table
MonthNew EraAS ColourMitchell & NessPatagoniaFlexfit
Oct 202555.8%11.2%17.5%10.1%5.4%
Nov 202550.6%14.6%19.9%10.8%4.1%
Dec 202553.3%12.5%17%12.5%4.6%
Jan 202652.9%12.9%16.6%12.9%4.6%
Feb 202656.6%13%14.7%11.8%3.9%
Mar 202659.6%10.1%13.9%12.4%4.1%
Apr 202658.8%11%15.2%11%4%
May 202658.9%11%18.6%7.4%4%
Jun 202660.2%12.1%16.6%7.2%4%
Jul 202662.9%10.6%14.7%8.6%3.3%
Aug 202660.8%11.1%15.3%8.2%4.5%
Sep 202658.2%14.2%13.1%9.7%4.7%

How has the AS Colour and Mitchell & Ness comparison changed over the last 12 months?

3 findings
  • The lead changed hands once in the 12 months ending September 2026: AS Colour took it in September 2026.
  • Across the 12 months ending September 2026, AS Colour’s share of searches among cap brands in New Zealand moved from 11.2% to 14.2%, and its estimated monthly branded searches moved from 640 to 780.
  • Across the 12 months ending September 2026, Mitchell & Ness’ share of searches among cap brands in New Zealand moved from 17.5% to 13.1%, and its estimated monthly branded searches moved from 1K to 720.

How did search popularity change for New Zealand cap brands in September 2026?

2 changes

  1. In September 2026, AS Colour overtook Mitchell & Ness to rank 2nd among cap brands in New Zealand, with 14.2% of the searches.

  2. In September 2026, Mitchell & Ness lost share of searches among cap brands in New Zealand, from 15.3% to 13.1%.

How are branded searches counted?

3 search terms

Brandwave collects information about searches that people make online using AS Colour’s and Mitchell & Ness’ 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

2 branded search terms

  • as colour cap
  • as colour hats

Mitchell & Ness

1 branded search term

  • mitchell ness

How the Brand Demand Index is measured

Other head-to-heads among cap brands

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