--- title: "I Love Ugly vs Stüssy: Which is searched more in New Zealand?" description: "Is I Love Ugly or Stüssy more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Streetwear 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/i-love-ugly-vs-stussy" publisher: "Brandwave" --- # I Love Ugly vs Stüssy: Which is searched more in New Zealand? Is I Love Ugly or Stüssy more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Streetwear 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**: I Love Ugly and Stüssy - **Competitive set**: Streetwear brands - **Market**: New Zealand - **Month measured**: Sep 2026 - **I Love Ugly Share of Search**: 23.6% - **Stüssy Share of Search**: 5.8% ## Is I Love Ugly or Stüssy more popular in search? - In September 2026, I Love Ugly had more branded searches than Stüssy among streetwear brands in New Zealand. I Love Ugly had about 22,300 branded searches, while Stüssy had 5,420. I Love Ugly made up 23.6% of all streetwear brand searches we track, and Stüssy accounted for 5.8%. - I Love Ugly was ahead of Stüssy in every measured month of the 12 months ending September 2026. - Across the 12 months ending September 2026, I Love Ugly’s share of searches among streetwear brands in New Zealand moved from 21.7% to 23.6%, and its estimated monthly branded searches held steady at 22.3K. - Across the 12 months ending September 2026, Stüssy’s share of searches among streetwear brands in New Zealand moved from 7% to 5.8%, and its estimated monthly branded searches moved from 7.1K to 5.4K. ## Top streetwear 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 all three ChatGPT answers, but not in either of the two Google AI Overviews. Stüssy was mentioned in one out of five: not in any of the three ChatGPT answers, but in one of the two Google AI Overviews. I Love Ugly was listed before Stüssy in three out of four answers. 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 | | --- | --- | --- | --- | --- | | I Love Ugly | 1st | 3 of 3 | 0 of 2 | 3 of 5 | | Huffer | 2nd | 3 of 3 | 1 of 2 | 4 of 5 | | Carhartt WIP | 3rd | 1 of 3 | 2 of 2 | 3 of 5 | | AS Colour | 4th | 3 of 3 | 0 of 2 | 3 of 5 | | Federation | 4th | 2 of 3 | 0 of 2 | 2 of 5 | | Stüssy | 6th | 0 of 3 | 1 of 2 | 1 of 5 | | Supreme | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Champion | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Kith | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | ## Every AI answer about streetwear brands - Asked ChatGPT "Which streetwear brand should I buy in New Zealand?": 1. Huffer, 2. I Love Ugly, 3. AS Colour, 4. Carhartt WIP - Asked ChatGPT "What are the best streetwear brands in New Zealand?": 1. I Love Ugly, 2. Huffer, 3. Federation, 4. AS Colour - Asked ChatGPT "What's the best streetwear brand in New Zealand for everyday wear?": 1. I Love Ugly, 2. Huffer, 3. Federation, 4. AS Colour - Searched Google, AI Overview "streetwear brands nz": 1. Huffer, 2. Carhartt WIP - Searched Google, AI Overview "streetwear clothing brands": 1. Carhartt WIP, 2. Stüssy Not named in any answer: Supreme, Champion and Kith. Brands are listed in the order each answer named them. The answers were collected in New Zealand on October 21, 2026. ## How did search popularity change for New Zealand streetwear brands in September 2026? - In September 2026, AS Colour overtook I Love Ugly to become the leader among streetwear brands in New Zealand, with 35.1% of the searches. - In September 2026, Stüssy gained share of searches among streetwear brands in New Zealand, from 4.6% to 5.8%. - In September 2026, I Love Ugly lost share of searches among streetwear brands in New Zealand, from 31.5% to 23.6%. ## Month by month | Month | I Love Ugly estimated searches | I Love Ugly Share of Search | I Love Ugly rank | Stüssy estimated searches | Stüssy Share of Search | Stüssy rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 22.3K | 21.7% | 2 | 7.1K | 7% | 5 | | Nov 2025 | 60.6K | 35.6% | 1 | 8.7K | 5.1% | 5 | | Dec 2025 | 33.2K | 25.3% | 2 | 7.7K | 5.8% | 5 | | Jan 2026 | 18.2K | 20.9% | 2 | 5.9K | 6.8% | 5 | | Feb 2026 | 18.1K | 22.4% | 2 | 4.8K | 5.9% | 5 | | Mar 2026 | 27.2K | 25.1% | 2 | 6K | 5.5% | 5 | | Apr 2026 | 22.3K | 20% | 3 | 6K | 5.4% | 5 | | May 2026 | 27.2K | 22.7% | 3 | 5.8K | 4.8% | 5 | | Jun 2026 | 27.1K | 22.5% | 3 | 5.5K | 4.6% | 5 | | Jul 2026 | 22.3K | 21.4% | 3 | 5.8K | 5.5% | 5 | | Aug 2026 | 40.6K | 31.5% | 1 | 5.9K | 4.6% | 5 | | Sep 2026 | 22.3K | 23.6% | 2 | 5.4K | 5.8% | 5 | ## How each brand is measured Brandwave collects information about searches that people make online using I Love Ugly’s and Stüssy’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**: Measured on the search terms “i love ugly”, “i love ugly clothing” and “iloveugly”, summed into one figure. - **Stüssy**: Measured on the search terms “shawn stussy”, “stussy”, “stussy beanie”, “stussy bucket hat”, “stussy cap”, “stussy coat”, “stussy hat”, “stussy hoodie”, “stussy jeans”, “stussy jumper”, “stussy logos”, “stussy shirt”, “stussy t shirt”, “stussy tee” and “stussy wear”, summed into one figure. - [I Love Ugly profile](/demand/nz/brands/i-love-ugly) - [Stüssy profile](/demand/nz/brands/stussy) - [All streetwear brands in New Zealand](/demand/nz/categories/nz-streetwear-brands): The set both shares are measured inside, 9 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 I Love Ugly or Stüssy more popular in search? In September 2026, I Love Ugly had more branded searches than Stüssy among streetwear brands in New Zealand. I Love Ugly had about 22,300 branded searches, while Stüssy had 5,420. I Love Ugly made up 23.6% of all streetwear brand searches we track, and Stüssy accounted for 5.8%. ## Cite this page Brandwave. "I Love Ugly vs Stüssy: Which is searched more in New Zealand?". https://gobrandwave.com/demand/nz/compare/i-love-ugly-vs-stussy This page is also available as HTML at https://gobrandwave.com/demand/nz/compare/i-love-ugly-vs-stussy. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.