Brandwave

Huffer vs Jay Jays:Which is more popular?

In September 2026, Jay Jays had more branded searches than Huffer among streetwear and surf retailers in New Zealand. Jay Jays had about 27,700 branded searches, while Huffer had 18,200. Jay Jays made up 15% of all streetwear and surf retailer searches we track, and Huffer accounted for 9.9%. When we asked ChatGPT and Google AI Overviews about streetwear and surf retailers, Huffer appeared in two of the three answers and Jay Jays in none.

Among streetwear and surf retailers in New Zealand in September 2026

Who do people search for more?

Jay Jays, about 52% more searches than Huffer

Jay Jays 27.7K searchesHuffer 18.2K searches

Who does AI mention more?

Huffer, mentioned in 2 of 3 answers, Jay Jays in 0

Huffer in 2 of 3Jay Jays in 0 of 3

Who does AI recommend more?

Huffer, the only one of the two named

Huffer first in 2Jay Jays never named

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Top streetwear and surf retailers in ChatGPT and Google AI Overviews

In three ChatGPT questions, Huffer was mentioned in two out of three: in two of the three ChatGPT answers. Jay Jays did not appear in any of the three answers.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. North Beach1st
  2. Backdoor2nd
  3. FallenFront3rd
  4. I Love Ugly4th
  5. Huffer5th
  6. Culture Kings–
  7. Jay Jays–
  8. General Pants Co–
  9. Hype DC–
  10. Area 51–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • North Beach3 of 3Named in 3 of 3 ChatGPT answers
  • Backdoor3 of 3Named in 3 of 3 ChatGPT answers
  • I Love Ugly2 of 3Named in 2 of 3 ChatGPT answers
  • Huffer2 of 3Named in 2 of 3 ChatGPT answers
  • FallenFront2 of 3Named in 2 of 3 ChatGPT answers
  • Culture Kings0 of 3Named in 0 of 3 ChatGPT answers
  • Jay Jays0 of 3Named in 0 of 3 ChatGPT answers
  • General Pants Co0 of 3Named in 0 of 3 ChatGPT answers
  • Hype DC0 of 3Named in 0 of 3 ChatGPT answers
  • Area 510 of 3Named in 0 of 3 ChatGPT answers

See every answer about streetwear and surf retailers

3 answers

  • Asked ChatGPT

    “Which streetwear or surf retailer should I shop at in New Zealand?”

    1. 1North Beach
    2. 2Backdoor

  • Asked ChatGPT

    “What are the best streetwear and surf retailers in New Zealand?”

    1. 1North Beach
    2. 2FallenFront
    3. 3Backdoor
    4. 4I Love Ugly
    5. 5Huffer

  • Asked ChatGPT

    “What's the best streetwear or surf retailer in New Zealand for streetwear clothes?”

    1. 1FallenFront
    2. 2Backdoor
    3. 3I Love Ugly
    4. 4Huffer
    5. 5North Beach

  • Searched Google, AI Overview

    “surf shops nz”

    Google showed no AI Overview for this search.

  • Searched Google, AI Overview

    “surf and skate shops”

    Google showed no AI Overview for this search.

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in New Zealand on October 19, 2026.

Is Huffer or Jay Jays more popular in search?

This chart shows how often people search Google for Huffer and Jay Jays by name. Each line represents a brand's share of searches for all ten streetwear and surf retailers we track, month by month, from searches in New Zealand.

Huffer and Jay Jays among streetwear and surf retailers in New Zealand, by month

Share of searches by month for Jay Jays, Huffer. The figures are in the table below the chart.

View monthly share of searches table
MonthNorth BeachCulture KingsJay JaysI Love UglyHufferGeneral Pants CoHype DCArea 51BackdoorFallenFront
Oct 202525.6%21%14.1%11.5%9.2%7.2%3.5%3.4%2.9%1.5%
Nov 202523%23.1%11.5%18.8%7.9%6.5%3.2%2.1%2.8%1.1%
Dec 202529.4%19.8%14.9%10.8%8.3%5.8%3.3%2.1%4.2%1.4%
Jan 202627%22.2%13.5%9.9%8.4%7.9%3.1%3%3.3%1.6%
Feb 202626.2%21.5%13.1%11.7%8.3%7.7%3%3.5%3.2%1.9%
Mar 202621.5%21.6%14.6%14.4%10%6.3%3.6%3.5%2.6%1.9%
Apr 202624.9%20.5%13.9%11.2%11.9%6.2%3.4%3.3%2.9%1.8%
May 202620.1%20.2%13.7%13.4%14%7.2%3.4%3.3%3%1.8%
Jun 202620.9%21.2%11.7%14%15%6.1%3.5%3.4%2.5%1.9%
Jul 202627%18.1%12.3%12.1%14%5.5%3%3.6%2.5%2%
Aug 202620.9%17.1%11.7%20.9%12.5%6.3%3.5%2.8%2.5%1.8%
Sep 202626.9%18.1%15%12.1%9.9%7%3.7%2.9%2.5%2%

How has the Huffer and Jay Jays comparison changed over the last 12 months?

3 findings

How did search popularity change for New Zealand streetwear and surf retailers in September 2026?

2 changes

  1. In September 2026, Jay Jays overtook I Love Ugly and Huffer to rank 3rd among streetwear and surf retailers in New Zealand, with 15% of the searches.

  2. In September 2026, Huffer lost share of searches among streetwear and surf retailers in New Zealand, from 12.5% to 9.9%.

How are branded searches counted?

26 search terms

Brandwave collects information about searches that people make online using Huffer’s and Jay Jays’ 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.

Huffer

16 branded search terms

  • huffer
  • huffer beanie
  • huffer britomart
  • huffer fleece
  • huffer jacket
  • huffer jersey
  • huffer puffer
  • huffer puffer jacket
  • huffer rain jacket
  • huffer sale
  • huffer shirt
  • huffer snowboard jacket
  • huffer superdown
  • huffer superdown jacket
  • huffer sylvia park
  • huffer t shirts

Jay Jays

10 branded search terms

  • jay jays
  • jay jays botany
  • jay jays jeans
  • jay jays northland
  • jay jays outfits
  • jay jays queensgate
  • jayjays
  • jayjays albany
  • jayjays christmas shirts
  • jayjays richmond

How the Brand Demand Index is measured

Other head-to-heads among streetwear and surf retailers

Creator with pink hair and a pink jacket

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