We sat down with the founder and creative director, Oliver Chéshire to learn more about CHÉ, his creative process and the brand’s vision for the coming years. Discover the exclusive interview.

Tell us about the history of CHÉ.

CHÉ Studios is a forward-thinking men’s resort brand. The name comes from the first three letters of my surname, Cheshire. In Argentina, the word "che" is also slang for "pal" or "hey". I founded CHÉ in 2018 with my business partner, Toby Watkins. Growing up in the fashion world, resort and swimwear always felt like an afterthought for men. I wanted to fill the gap by shaking up the designs and engineering with fashion-forward thinking.

How did the male figure inspire the brand’s codes?

Men are naturally quite conservative dressers; however, in the last 10 years, they have become a little more daring. I push the boundaries of what men are comfortable with, but still in a wearable way. I want to create effortlessly elevated clothes that make you feel your best. CHÉ is a global brand that is social, flirty, spontaneous, and definitely participates in party games and sports activities in the sunshine.

Sustainability has become the main focus point in today’s fashion industry, what role does the brand play in the biggest consumer concern?

I believe the approach to sustainability should be like personal hygiene. Every brand should be doing it. There are so many beautiful, sustainable fabrics - we don’t compromise on either end.

Did your interactions with designers and stylists during your modelling career impact your approach to creating your own fashion line?

In my hometown, Hitchin, most guys in the early 2000s weren’t into fashion. Being exposed to incredibly talented creatives and designers at such a young age, I was in a great position to learn quickly, which I did. Consistently taking inspiration throughout the duration of my modelling career, I started to form my own creative identity. After two decades working in menswear, I was ready for the next challenge and combined what I had learnt with my love for the industry.

Tell us more about your creative process and inspiration.

First, I have to build a concept. I am inspired by my travels around the world and ideas of escapism. There is something about getting out of rainy London and chasing the sun. Then, I get together with the team at CHÉ and we start off curating a colour palette, fabric selections, and the latest runway trends. We also look at heritage styling and vintage garments. We research everything in depth and create a range for the season ahead.

How do you inject your unique identity into the brand’s iconic designs?

As an entrepreneur and creative, you have to live and breathe the brand. Greats like Ralph Lauren and Tom Ford completely embodied theirs - every inch of their life is the brand. The brand is them. Over the years, I have established my creative identity and values. As a result, CHÉ Studios is a reflection of these. As I personally am evolving and progressing, the brand is also able to do this. We are always aligned and continuously growing.

If you had to choose one piece to wear on rotation, which would it be?

It would undoubtedly be the Baller shorts, epitomising the relaxed luxury and comfort that defines the CHÉ aesthetic.

What are your aspirations for the next chapter?

CHÉ's aspirations include expanding into new regions, diversifying product categories, and continually refining our offerings. I'm eager to connect more intimately with customers, potentially through the opening of flagship stores, to create truly special experiences.