Dickies vs I Love Ugly:Which is more popular?
In September 2026, I Love Ugly had more branded searches than Dickies among cargo pants brands in New Zealand. I Love Ugly had about 22,300 branded searches, while Dickies had 40. I Love Ugly made up 8% of all cargo pants brand searches we track, and Dickies accounted for 0.01%. When we asked ChatGPT and Google AI Overviews about cargo pants brands, Dickies and I Love Ugly each appeared in three of the five answers. Dickies was mentioned before I Love Ugly in three out of five answers.
Who do people search for more?
I Love Ugly, about 556 searches for every 1 for Dickies
Who does AI mention more?
Both were mentioned in 3 of 5 answers.
Who does AI recommend more?
Dickies, named ahead of I Love Ugly in 3 of 5 answers
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Top cargo pants brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Dickies 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. Dickies 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.
- Dickies1st
Kathmandu2nd- I Love Ugly3rd
Cotton On4th
Hard Yakka5th
Levi's–
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
Asked ChatGPT
“Which cargo pants brand should I buy in New Zealand?”
Asked ChatGPT
“What are the best cargo pants brands in New Zealand?”
Asked ChatGPT
“What's the best cargo pants brand in New Zealand for everyday wear?”
Searched Google, AI Overview
“cargo pants nz”
Searched Google, AI Overview
“men's cargo pants”
Brands are shown in the order each answer named them. The survey took place in New Zealand on October 20, 2026.
Is Dickies or I Love Ugly more popular in search?
This chart shows how often people search Google for Dickies 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.
Share of searches by month for I Love Ugly, Dickies. The figures are in the table below the chart.
View monthly share of searches table
| Month | Cotton On | Kathmandu | I Love Ugly | Levi's | Hard Yakka | Lee | Dickies |
|---|---|---|---|---|---|---|---|
| Oct 2025 | 69.2% | 20.7% | 8% | 1.1% | 0.77% | 0.14% | 0.01% |
| Nov 2025 | 65.3% | 19.5% | 14% | 0.67% | 0.46% | 0.09% | <0.01% |
| Dec 2025 | 68.8% | 22% | 8.2% | 0.56% | 0.38% | 0.06% | <0.01% |
| Jan 2026 | 66.5% | 25.6% | 6.3% | 0.78% | 0.72% | 0.11% | <0.01% |
| Feb 2026 | 69.9% | 21.7% | 6.7% | 0.84% | 0.76% | 0.14% | 0.01% |
| Mar 2026 | 69.1% | 21.1% | 8.2% | 0.89% | 0.65% | 0.12% | <0.01% |
| Apr 2026 | 67% | 24.9% | 6.5% | 0.76% | 0.69% | 0.11% | <0.01% |
| May 2026 | 68.4% | 21.6% | 8.1% | 0.94% | 0.77% | 0.14% | <0.01% |
| Jun 2026 | 61% | 28.1% | 8.8% | 0.97% | 0.94% | 0.16% | <0.01% |
| Jul 2026 | 61.9% | 28.9% | 7.3% | 0.86% | 0.86% | 0.16% | <0.01% |
| Aug 2026 | 62.3% | 22.6% | 13.1% | 1% | 0.74% | 0.16% | <0.01% |
| Sep 2026 | 69.4% | 20.7% | 8% | 1.1% | 0.75% | 0.11% | 0.01% |
How has the Dickies and I Love Ugly comparison changed over the last 12 months?
3 findings
- I Love Ugly was ahead of Dickies in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Dickies’ share of searches among cargo pants brands in New Zealand held steady at 0.01%, and its estimated monthly branded searches held steady at 40.
- Across the 12 months ending September 2026, I Love Ugly’s share of searches among cargo pants brands in New Zealand held steady at 8%, and its estimated monthly branded searches held steady at 22.3K.
How did search popularity change for New Zealand cargo pants brands in September 2026?
1 change
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?
4 search terms
Brandwave collects information about searches that people make online using Dickies’ 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.
Dickies
1 branded search term
- coveralls dickies
I Love Ugly
3 branded search terms
- i love ugly
- i love ugly clothing
- iloveugly
Other head-to-heads among cargo pants brands
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