--- title: "Carhartt WIP vs Federation: Which is searched more in New Zealand?" description: "Is Carhartt WIP or Federation 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/compare/carhartt-wip-vs-federation" publisher: "Brandwave" --- # Carhartt WIP vs Federation: Which is searched more in New Zealand? Is Carhartt WIP or Federation 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**: Carhartt WIP and Federation - **Competitive set**: Streetwear brands - **Market**: New Zealand - **Month measured**: Sep 2026 - **Carhartt WIP Share of Search**: 10.3% - **Federation Share of Search**: 2% ## Is Carhartt WIP or Federation more popular in search? - 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%. - Carhartt WIP was ahead of Federation in every measured month of the 12 months ending September 2026. - Across the 12 months ending September 2026, Carhartt WIP’s share of searches among streetwear brands in New Zealand moved from 9.9% to 10.3%, and its estimated monthly branded searches moved from 10.1K to 9.7K. - Across the 12 months ending September 2026, Federation’s share of searches among streetwear brands in New Zealand moved from 1.9% to 2%, and its estimated monthly branded searches held steady at 1.9K. ## 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. 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, Federation overtook Supreme to rank 6th among streetwear brands in New Zealand, with 2% of the searches. - In September 2026, Carhartt WIP gained share of searches among streetwear brands in New Zealand, from 9% to 10.3%. ## Month by month | Month | Carhartt WIP estimated searches | Carhartt WIP Share of Search | Carhartt WIP rank | Federation estimated searches | Federation Share of Search | Federation rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 10.1K | 9.9% | 4 | 1.9K | 1.9% | 6 | | Nov 2025 | 10.3K | 6% | 4 | 1.6K | 0.94% | 6 | | Dec 2025 | 10.8K | 8.2% | 4 | 1.6K | 1.2% | 6 | | Jan 2026 | 10.3K | 11.9% | 4 | 1.3K | 1.5% | 7 | | Feb 2026 | 8.8K | 10.8% | 4 | 1.3K | 1.6% | 6 | | Mar 2026 | 10.9K | 10.1% | 4 | 1.6K | 1.5% | 7 | | Apr 2026 | 12.6K | 11.4% | 4 | 1.6K | 1.4% | 7 | | May 2026 | 11.6K | 9.7% | 4 | 1.6K | 1.3% | 7 | | Jun 2026 | 12K | 10% | 4 | 1.6K | 1.3% | 7 | | Jul 2026 | 11.7K | 11.3% | 4 | 1.6K | 1.5% | 7 | | Aug 2026 | 11.6K | 9% | 4 | 1.9K | 1.5% | 7 | | Sep 2026 | 9.7K | 10.3% | 4 | 1.9K | 2% | 6 | ## How each brand is measured 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**: Measured on the 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” and “carharttwip”, summed into one figure. - **Federation**: Measured on the search term “federation”. - [Carhartt WIP profile](/demand/nz/brands/carhartt-wip) - [Federation profile](/demand/nz/brands/federation) - [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 Carhartt WIP or Federation more popular in search? 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%. ## Cite this page Brandwave. "Carhartt WIP vs Federation: Which is searched more in New Zealand?". https://gobrandwave.com/demand/nz/compare/carhartt-wip-vs-federation This page is also available as HTML at https://gobrandwave.com/demand/nz/compare/carhartt-wip-vs-federation. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.