--- title: "Federation vs I Love Ugly: Which is searched more in New Zealand?" description: "Is Federation or I Love Ugly 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/federation-vs-i-love-ugly" publisher: "Brandwave" --- # Federation vs I Love Ugly: Which is searched more in New Zealand? Is Federation or I Love Ugly 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**: Federation and I Love Ugly - **Competitive set**: Streetwear brands - **Market**: New Zealand - **Month measured**: Sep 2026 - **Federation Share of Search**: 2% - **I Love Ugly Share of Search**: 23.6% ## Is Federation or I Love Ugly more popular in search? - 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%. - I Love Ugly was ahead of Federation in every measured month of the 12 months ending September 2026. - 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. - Across the 12 months ending September 2026, I Love Ugly’s share of searches among streetwear brands in New Zealand moved from 21.7% to 23.6%, and its estimated monthly branded searches held steady at 22.3K. ## 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. 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, AS Colour overtook I Love Ugly to become the leader among streetwear brands in New Zealand, with 35.1% of the searches. - In September 2026, Federation overtook Supreme to rank 6th among streetwear brands in New Zealand, with 2% of the searches. - In September 2026, I Love Ugly lost share of searches among streetwear brands in New Zealand, from 31.5% to 23.6%. ## Month by month | Month | Federation estimated searches | Federation Share of Search | Federation rank | I Love Ugly estimated searches | I Love Ugly Share of Search | I Love Ugly rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 1.9K | 1.9% | 6 | 22.3K | 21.7% | 2 | | Nov 2025 | 1.6K | 0.94% | 6 | 60.6K | 35.6% | 1 | | Dec 2025 | 1.6K | 1.2% | 6 | 33.2K | 25.3% | 2 | | Jan 2026 | 1.3K | 1.5% | 7 | 18.2K | 20.9% | 2 | | Feb 2026 | 1.3K | 1.6% | 6 | 18.1K | 22.4% | 2 | | Mar 2026 | 1.6K | 1.5% | 7 | 27.2K | 25.1% | 2 | | Apr 2026 | 1.6K | 1.4% | 7 | 22.3K | 20% | 3 | | May 2026 | 1.6K | 1.3% | 7 | 27.2K | 22.7% | 3 | | Jun 2026 | 1.6K | 1.3% | 7 | 27.1K | 22.5% | 3 | | Jul 2026 | 1.6K | 1.5% | 7 | 22.3K | 21.4% | 3 | | Aug 2026 | 1.9K | 1.5% | 7 | 40.6K | 31.5% | 1 | | Sep 2026 | 1.9K | 2% | 6 | 22.3K | 23.6% | 2 | ## How each brand is measured 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**: Measured on the search term “federation”. - **I Love Ugly**: Measured on the search terms “i love ugly”, “i love ugly clothing” and “iloveugly”, summed into one figure. - [Federation profile](/demand/nz/brands/federation) - [I Love Ugly profile](/demand/nz/brands/i-love-ugly) - [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 Federation or I Love Ugly more popular in search? 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%. ## Cite this page Brandwave. "Federation vs I Love Ugly: Which is searched more in New Zealand?". https://gobrandwave.com/demand/nz/compare/federation-vs-i-love-ugly This page is also available as HTML at https://gobrandwave.com/demand/nz/compare/federation-vs-i-love-ugly. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.