Brandwave

Cotton On vs I Love Ugly:Which is more popular?

In September 2026, Cotton On had more branded searches than I Love Ugly among cargo pants brands in New Zealand. Cotton On had about 193,000 branded searches, while I Love Ugly had 22,300. Cotton On made up 69.4% of all cargo pants brand searches we track, and I Love Ugly accounted for 8%. When we asked ChatGPT and Google AI Overviews about cargo pants brands, Cotton On and I Love Ugly each appeared in three of the five answers. Cotton On was mentioned before I Love Ugly in three out of five answers.

Among cargo pants brands in New Zealand in September 2026

Who do people search for more?

Cotton On, about 9 searches for every 1 for I Love Ugly

Cotton On 193K searchesI Love Ugly 22.3K searches

Who does AI mention more?

Both were mentioned in 3 of 5 answers.

Cotton On in 3 of 5I Love Ugly in 3 of 5

Who does AI recommend more?

Cotton On, named ahead of I Love Ugly in 3 of 5 answers

Cotton On first in 3I Love Ugly first in 2

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Top cargo pants brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Cotton On was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. I Love Ugly was mentioned in three out of five: in one of the three ChatGPT answers and in both Google AI Overviews. Cotton On was listed before I Love Ugly in three out of five answers.

Most recommended by AI

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

  1. Dickies1st
  2. Kathmandu2nd
  3. I Love Ugly3rd
  4. Cotton On4th
  5. Hard Yakka5th
  6. Levi's–
  7. Lee–

Mentioned by AI

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

  • Kathmandu4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Cotton On3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • I Love Ugly3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Dickies3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Hard Yakka2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Levi's0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Lee0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about cargo pants 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 20, 2026.

Is Cotton On or I Love Ugly more popular in search?

This chart shows how often people search Google for Cotton On and I Love Ugly by name. Each line represents a brand's share of searches for all seven cargo pants brands we track, month by month, from searches in New Zealand.

Cotton On and I Love Ugly among cargo pants brands in New Zealand, by month

Share of searches by month for Cotton On, I Love Ugly. The figures are in the table below the chart.

View monthly share of searches table
MonthCotton OnKathmanduI Love UglyLevi'sHard YakkaLeeDickies
Oct 202569.2%20.7%8%1.1%0.77%0.14%0.01%
Nov 202565.3%19.5%14%0.67%0.46%0.09%<0.01%
Dec 202568.8%22%8.2%0.56%0.38%0.06%<0.01%
Jan 202666.5%25.6%6.3%0.78%0.72%0.11%<0.01%
Feb 202669.9%21.7%6.7%0.84%0.76%0.14%0.01%
Mar 202669.1%21.1%8.2%0.89%0.65%0.12%<0.01%
Apr 202667%24.9%6.5%0.76%0.69%0.11%<0.01%
May 202668.4%21.6%8.1%0.94%0.77%0.14%<0.01%
Jun 202661%28.1%8.8%0.97%0.94%0.16%<0.01%
Jul 202661.9%28.9%7.3%0.86%0.86%0.16%<0.01%
Aug 202662.3%22.6%13.1%1%0.74%0.16%<0.01%
Sep 202669.4%20.7%8%1.1%0.75%0.11%0.01%

How has the Cotton On and I Love Ugly comparison changed over the last 12 months?

3 findings

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

2 changes

  1. In September 2026, Cotton On gained share of searches among cargo pants brands in New Zealand, from 62.3% to 69.4%.

  2. In September 2026, I Love Ugly lost share of searches among cargo pants brands in New Zealand, from 13.1% to 8%.

How are branded searches counted?

13 search terms

Brandwave collects information about searches that people make online using Cotton On’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.

Cotton On

10 branded search terms

  • cotton on
  • cotton on activewear
  • cotton on body
  • cotton on jeans
  • cotton on mega
  • cotton on outlets
  • cotton on shoes
  • cotton on shorts
  • cotton on tops
  • cottonon

I Love Ugly

3 branded search terms

  • i love ugly
  • i love ugly clothing
  • iloveugly

How the Brand Demand Index is measured

Other head-to-heads among cargo pants brands

Creator with pink hair and a pink jacket

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