Brandwave

I Love Ugly vs Kathmandu:Which is more popular?

In September 2026, Kathmandu had more branded searches than I Love Ugly among cargo pants brands in New Zealand. Kathmandu had about 57,600 branded searches, while I Love Ugly had 22,300. Kathmandu made up 20.7% of all cargo pants brand searches we track, and I Love Ugly accounted for 8%. When we asked ChatGPT and Google AI Overviews about cargo pants brands, Kathmandu appeared in four of the five answers and I Love Ugly in three. I Love Ugly was mentioned before Kathmandu in three out of five answers.

Among cargo pants brands in New Zealand in September 2026

Who do people search for more?

Kathmandu, about 3 searches for every 1 for I Love Ugly

Kathmandu 57.6K searchesI Love Ugly 22.3K searches

Who does AI mention more?

Kathmandu, mentioned in 4 of 5 answers, I Love Ugly in 3

Kathmandu in 4 of 5I Love Ugly in 3 of 5

Who does AI recommend more?

I Love Ugly, named ahead of Kathmandu in 3 of 5 answers

I Love Ugly first in 3Kathmandu first in 2

Follow I Love Ugly vs Kathmandu and get free monthly updates on what changed

By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy

Track your brand against a rival →

Top cargo pants brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Kathmandu was mentioned in four out of five: in two of the three ChatGPT answers and in both 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. I Love Ugly was listed before Kathmandu in three out of five answers.

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 I Love Ugly or Kathmandu more popular in search?

This chart shows how often people search Google for I Love Ugly and Kathmandu 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.

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

Share of searches by month for Kathmandu, I Love Ugly. 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 I Love Ugly and Kathmandu comparison changed over the last 12 months?

3 findings

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

2 changes

  1. In September 2026, I Love Ugly lost share of searches among cargo pants brands in New Zealand, from 13.1% to 8%.

  2. In September 2026, Kathmandu lost share of searches among cargo pants brands in New Zealand, from 22.6% to 20.7%.

How are branded searches counted?

22 search terms

Brandwave collects information about searches that people make online using I Love Ugly’s and Kathmandu’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.

I Love Ugly

3 branded search terms

  • i love ugly
  • i love ugly clothing
  • iloveugly

Kathmandu

19 branded search terms

  • Kathmandu
  • kathmandu bayfair
  • kathmandu beach shelter
  • kathmandu beach trolley
  • kathmandu botany
  • kathmandu gloves
  • kathmandu lyall bay
  • kathmandu northland
  • kathmandu outlet
  • kathmandu retreat 280
  • kathmandu retreat 80
  • kathmandu socks
  • kathmandu st lukes
  • kathmandu sylvia park
  • kathmandu tower junction
  • kathmandu trolley
  • kathmandu vest
  • kathmandu waitakere
  • kathmandu westgate

How the Brand Demand Index is measured

Other head-to-heads among cargo pants brands

Creator with pink hair and a pink jacket

Put your own brand in this comparison

Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.

Start free