--- title: "Hard Yakka vs I Love Ugly: Which is searched more in New Zealand?" description: "Is Hard Yakka or I Love Ugly more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Cargo pants 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/hard-yakka-vs-i-love-ugly" publisher: "Brandwave" --- # Hard Yakka vs I Love Ugly: Which is searched more in New Zealand? Is Hard Yakka or I Love Ugly more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Cargo pants 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**: Hard Yakka and I Love Ugly - **Competitive set**: Cargo pants brands - **Market**: New Zealand - **Month measured**: Sep 2026 - **Hard Yakka Share of Search**: 0.75% - **I Love Ugly Share of Search**: 8% ## Is Hard Yakka or I Love Ugly more popular in search? - 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%. - I Love Ugly was ahead of Hard Yakka in every measured month of the 12 months ending September 2026. - Across the 12 months ending September 2026, Hard Yakka’s share of searches among cargo pants brands in New Zealand moved from 0.77% to 0.75%, and its estimated monthly branded searches held steady at 2.1K. - 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. ## 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. 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 | | --- | --- | --- | --- | --- | | Dickies | 1st | 3 of 3 | 0 of 2 | 3 of 5 | | Kathmandu | 2nd | 2 of 3 | 2 of 2 | 4 of 5 | | I Love Ugly | 3rd | 1 of 3 | 2 of 2 | 3 of 5 | | Cotton On | 4th | 3 of 3 | 0 of 2 | 3 of 5 | | Hard Yakka | 5th | 2 of 3 | 0 of 2 | 2 of 5 | | Levi's | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Lee | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | ## Every AI answer about cargo pants brands - Asked ChatGPT "Which cargo pants brand should I buy in New Zealand?": 1. Dickies, 2. Kathmandu, 3. Cotton On, 4. Hard Yakka - Asked ChatGPT "What are the best cargo pants brands in New Zealand?": 1. Dickies, 2. Hard Yakka, 3. Cotton On, 4. I Love Ugly - Asked ChatGPT "What's the best cargo pants brand in New Zealand for everyday wear?": 1. Dickies, 2. Kathmandu, 3. Cotton On - Searched Google, AI Overview "cargo pants nz": 1. I Love Ugly, 2. Kathmandu - Searched Google, AI Overview "men's cargo pants": 1. I Love Ugly, 2. Kathmandu Not named in any answer: Levi's and Lee. Brands are listed in the order each answer named them. The answers were collected in New Zealand on October 20, 2026. ## How did search popularity change for New Zealand cargo pants brands in September 2026? - In September 2026, I Love Ugly lost share of searches among cargo pants brands in New Zealand, from 13.1% to 8%. ## Month by month | Month | Hard Yakka estimated searches | Hard Yakka Share of Search | Hard Yakka rank | I Love Ugly estimated searches | I Love Ugly Share of Search | I Love Ugly rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 2.1K | 0.77% | 5 | 22.3K | 8% | 3 | | Nov 2025 | 2K | 0.46% | 5 | 60.6K | 14% | 3 | | Dec 2025 | 1.6K | 0.38% | 5 | 33.2K | 8.2% | 3 | | Jan 2026 | 2.1K | 0.72% | 5 | 18.2K | 6.3% | 3 | | Feb 2026 | 2.1K | 0.76% | 5 | 18.1K | 6.7% | 3 | | Mar 2026 | 2.2K | 0.65% | 5 | 27.2K | 8.2% | 3 | | Apr 2026 | 2.4K | 0.69% | 5 | 22.3K | 6.5% | 3 | | May 2026 | 2.6K | 0.77% | 5 | 27.2K | 8.1% | 3 | | Jun 2026 | 2.9K | 0.94% | 5 | 27.1K | 8.8% | 3 | | Jul 2026 | 2.6K | 0.86% | 5 | 22.3K | 7.3% | 3 | | Aug 2026 | 2.3K | 0.74% | 5 | 40.6K | 13.1% | 3 | | Sep 2026 | 2.1K | 0.75% | 5 | 22.3K | 8% | 3 | ## How each brand is measured 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**: Measured on the search terms “hard yakka boots”, “hard yakka clothing”, “hard yakka overalls”, “hard yakka pants”, “hard yakka shirts” and “hardyakka”, summed into one figure. - **I Love Ugly**: Measured on the search terms “i love ugly”, “i love ugly clothing” and “iloveugly”, summed into one figure. - [Hard Yakka profile](/demand/nz/brands/hard-yakka) - [I Love Ugly profile](/demand/nz/brands/i-love-ugly) - [All cargo pants brands in New Zealand](/demand/nz/categories/nz-cargo-pants-brands): The set both shares are measured inside, 7 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 Hard Yakka or I Love Ugly more popular in search? 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%. ## Cite this page Brandwave. "Hard Yakka vs I Love Ugly: Which is searched more in New Zealand?". https://gobrandwave.com/demand/nz/compare/hard-yakka-vs-i-love-ugly This page is also available as HTML at https://gobrandwave.com/demand/nz/compare/hard-yakka-vs-i-love-ugly. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.