Brandwave

Federation vs Supreme:Which is more popular?

In September 2026, Federation and Supreme were level in searches among streetwear brands in New Zealand, with an estimated 1.9K branded searches each, at 2% of the total each. When we asked ChatGPT and Google AI Overviews about streetwear brands, Federation appeared in two of the five answers and Supreme in none.

Among streetwear brands in New Zealand in September 2026

Who do people search for more?

Federation and Supreme are searched for about as often as each other.

Federation 1.9K searchesSupreme 1.9K searches

Who does AI mention more?

Federation, mentioned in 2 of 5 answers, Supreme in 0

Federation in 2 of 5Supreme in 0 of 5

Who does AI recommend more?

Federation, the only one of the two named

Federation first in 2Supreme never named

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Top streetwear brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and 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. Supreme did not appear in any of the five answers.

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 Supreme more popular in search?

This chart shows how often people search Google for Federation and Supreme 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 Supreme among streetwear brands in New Zealand, by month

Share of searches by month for Federation, Supreme. 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 Supreme comparison changed over the last 12 months?

3 findings
  • The lead changed hands 4 times in the 12 months ending September 2026: Supreme took it in January 2026, Federation took it in February 2026, Supreme took it in March 2026, Federation took it in 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, Supreme’s share of searches among streetwear brands in New Zealand moved from 0.82% to 2%, and its estimated monthly branded searches moved from 840 to 1.9K.

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

2 changes

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

  2. Estimated monthly branded searches for Supreme in New Zealand rose 120.2% over 12 measured months, from 840 to 1.9K in September 2026.

How are branded searches counted?

10 search terms

Brandwave collects information about searches that people make online using Federation’s and Supreme’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

Supreme

9 branded search terms

  • supreme cap
  • supreme clothing
  • supreme clothing hat
  • supreme clothing jacket
  • supreme clothing underwear
  • supreme hoodie
  • supreme hoodie sale
  • supreme tee
  • supreme tee shirts

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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