Brandwave

Federation vs I Love Ugly:Which is more popular?

In September 2026, I Love Ugly had more branded searches than Federation among streetwear brands in New Zealand. I Love Ugly had about 22,300 branded searches, while Federation had 1,900. I Love Ugly made up 23.6% of all streetwear brand searches we track, and Federation accounted for 2%. When we asked ChatGPT and Google AI Overviews about streetwear brands, I Love Ugly appeared in three of the five answers and Federation in two. I Love Ugly was mentioned before Federation in every answer that named either.

Among streetwear brands in New Zealand in September 2026

Who do people search for more?

I Love Ugly, about 12 searches for every 1 for Federation

I Love Ugly 22.3K searchesFederation 1.9K searches

Who does AI mention more?

I Love Ugly, mentioned in 3 of 5 answers, Federation in 2

I Love Ugly in 3 of 5Federation in 2 of 5

Who does AI recommend more?

I Love Ugly, named ahead of Federation in 3 of 3 answers

I Love Ugly first in 3Federation never first

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Top streetwear brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, I Love Ugly was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two 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. I Love Ugly was listed before Federation in every answer that named either.

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 Federation or I Love Ugly more popular in search?

This chart shows how often people search Google for Federation and I Love Ugly 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.

Federation and I Love Ugly among streetwear brands in New Zealand, by month

Share of searches by month for I Love Ugly, 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 Federation and I Love Ugly comparison changed over the last 12 months?

3 findings

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

3 changes

  1. In September 2026, AS Colour overtook I Love Ugly to become the leader among streetwear brands in New Zealand, with 35.1% of the searches.

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

  3. In September 2026, I Love Ugly lost share of searches among streetwear brands in New Zealand, from 31.5% to 23.6%.

How are branded searches counted?

4 search terms

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

Federation

1 branded search term

  • federation

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 streetwear brands

Creator with pink hair and a pink jacket

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