Brandwave

Hard Yakka vs I Love Ugly:Which is more popular?

In September 2026, I Love Ugly had more branded searches than Hard Yakka among cargo pants brands in New Zealand. I Love Ugly had about 22,300 branded searches, while Hard Yakka had 2,080. I Love Ugly made up 8% of all cargo pants brand searches we track, and Hard Yakka accounted for 0.75%. When we asked ChatGPT and Google AI Overviews about cargo pants brands, I Love Ugly appeared in three of the five answers and Hard Yakka in two. Hard Yakka and I Love Ugly were each mentioned first in two of the four answers that named either.

Among cargo pants brands in New Zealand in September 2026

Who do people search for more?

I Love Ugly, about 11 searches for every 1 for Hard Yakka

I Love Ugly 22.3K searchesHard Yakka 2.1K searches

Who does AI mention more?

I Love Ugly, mentioned in 3 of 5 answers, Hard Yakka in 2

I Love Ugly in 3 of 5Hard Yakka in 2 of 5

Who does AI recommend more?

Each is named first in 2 of 4 answers.

Hard Yakka first in 2I 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, I Love Ugly was mentioned in three out of five: in one of the three ChatGPT answers and in both Google AI Overviews. Hard Yakka was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Hard Yakka and I Love Ugly were each listed first in two of the four answers that named either.

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 Hard Yakka or I Love Ugly more popular in search?

This chart shows how often people search Google for Hard Yakka 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.

Hard Yakka and I Love Ugly among cargo pants brands in New Zealand, by month

Share of searches by month for I Love Ugly, Hard Yakka. 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 Hard Yakka 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?

1 change

  1. 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?

9 search terms

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

Hard Yakka

6 branded search terms

  • hard yakka boots
  • hard yakka clothing
  • hard yakka overalls
  • hard yakka pants
  • hard yakka shirts
  • hardyakka

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

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