Brandwave

Carhartt WIP vs Federation:Which is more popular?

In September 2026, Carhartt WIP had more branded searches than Federation among streetwear brands in New Zealand. Carhartt WIP had about 9,670 branded searches, while Federation had 1,900. Carhartt WIP made up 10.3% of all streetwear brand searches we track, and Federation accounted for 2%. When we asked ChatGPT and Google AI Overviews about streetwear brands, Carhartt WIP appeared in three of the five answers and Federation in two. Carhartt WIP and Federation were each mentioned first in two of the four answers.

Among streetwear brands in New Zealand in September 2026

Who do people search for more?

Carhartt WIP, about 5 searches for every 1 for Federation

Carhartt WIP 9.7K searchesFederation 1.9K searches

Who does AI mention more?

Carhartt WIP, mentioned in 3 of 5 answers, Federation in 2

Carhartt WIP in 3 of 5Federation in 2 of 5

Who does AI recommend more?

Each is named first in 2 of 4 answers.

Carhartt WIP first in 2Federation first in 2

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Top streetwear brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Carhartt WIP was mentioned in three out of five: in one of the three ChatGPT answers and in both Google AI Overviews. Federation was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Carhartt WIP and Federation were each listed first in two of the four answers.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. I Love Ugly1st
  2. Huffer2nd
  3. Carhartt WIP3rd
  4. AS Colour4th
  5. Federation4th
  6. Stüssy6th
  7. Supreme–
  8. Champion–
  9. 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

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 Carhartt WIP or Federation more popular in search?

This chart shows how often people search Google for Carhartt WIP and Federation 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.

Carhartt WIP and Federation among streetwear brands in New Zealand, by month

Share of searches by month for Carhartt WIP, Federation. The figures are in the table below the chart.

View monthly share of searches table
MonthAS ColourI Love UglyHufferCarhartt WIPStüssyFederationSupremeChampionKith
Oct 202539.5%21.7%18.4%9.9%7%1.9%0.82%0.82%0.06%
Nov 202535.5%35.6%15.7%6%5.1%0.94%0.6%0.42%0.05%
Dec 202537.7%25.3%20.4%8.2%5.8%1.2%0.76%0.56%0.06%
Jan 202638%20.9%18.6%11.9%6.8%1.5%1.5%0.68%0.11%
Feb 202640.8%22.4%16.6%10.8%5.9%1.6%1.4%0.57%0.06%
Mar 202637.4%25.1%18.3%10.1%5.5%1.5%1.5%0.66%0.06%
Apr 202636.4%20%22.1%11.4%5.4%1.4%2.4%0.79%0.07%
May 202633.8%22.7%24.7%9.7%4.8%1.3%2.1%0.74%0.07%
Jun 202633.6%22.5%25.1%10%4.6%1.3%2.1%0.77%0.06%
Jul 202631.8%21.4%25.7%11.3%5.5%1.5%1.8%0.89%0.07%
Aug 202631.5%31.5%19.6%9%4.6%1.5%1.5%0.81%0.04%
Sep 202635.1%23.6%20.2%10.3%5.8%2%2%0.93%0.06%

How has the Carhartt WIP and Federation comparison changed over the last 12 months?

3 findings

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

2 changes

  1. In September 2026, Federation overtook Supreme to rank 6th among streetwear brands in New Zealand, with 2% of the searches.

  2. In September 2026, Carhartt WIP gained share of searches among streetwear brands in New Zealand, from 9% to 10.3%.

How are branded searches counted?

18 search terms

Brandwave collects information about searches that people make online using Carhartt WIP’s and Federation’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.

Carhartt WIP

17 branded search terms

  • carhartt
  • carhartt cap
  • carhartt carpenter jeans
  • carhartt detroit jacket
  • carhartt hoodie
  • carhartt jacket
  • carhartt jeans
  • carhartt overalls
  • carhartt pants
  • carhartt shirts
  • carhartt shorts
  • carhartt t shirt
  • carhartt vest
  • carhartt wip cap
  • carhartt wip hoodie
  • carhartt wip tee
  • carharttwip

Federation

1 branded search term

  • federation

How the Brand Demand Index is measured

Other head-to-heads among streetwear brands

Creator with pink hair and a pink jacket

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