CHÈ – Leading the Menswear Revolution

Oliver Cheshire is best known as one of the most well known Male Supermodels on the circuit today. He has been a model for over 15 years and is represented by Select Model Management and has fronted campaigns for brands including Calvin Klein, Dolce and Gabbana, Versace and Marks & Spencer. Over the years Oli has received numerous offers to put his name to collaborations and collections. However, none were quite the right fit – until the opportunity came along to team up with his friend, and now business partner, Toby Watkins.

The launch of the stylish Menswear brand,   CHÉ is Oli’s first foray into the fashion world as designer and Creative Director, it’s an exciting new step for him.

The very first collection from CHÉ focuses on resort-wear and features a fresh take on men’s swim shorts that combine clean lines and relaxed styling with Savile Row influences and technologically advanced, environmentally sustainable fabrics such as ECONYL. ECOVERO is derived from certified renewable wood sources using an eco-responsible production process. The manufacturing of LENZINGTM ECOVEROTM fibers generates up to 50% lower emissions and water impact compared to generic Viscose. It’s fibres are produced using pulp, which is derived from the renewable resource wood as raw material. Meaning ethically conscious consumers can be assured that retailers and brands are incorporating genuine LENZINGTM ECOVEROTM eco-responsible Viscose in their products.

In CHÉ’s first collection, playful details and luxuriously tactile fabrics echo Oliver’s own sense of personal style. Inspiration comes from the past as well as the present, with references and cues taken from a contemporary streetstyle aesthetic as well as vintage photographs and the best traditions of British tailoring. Oliver, who is Creative Director, and Toby, CHÉ’s Managing Director, have also called on the expertise of Savile Row alumnus Mehm Ali. Formerly of Hardy Amies, Mehm comes onboard as Technical Design Consultant.

CHÉ is a proudly British brand, but doesn’t shy away from cosmopolitan, international inspiration. An aesthetic of retro Miami street-styling has been beautifully captured in the campaign photography shot by internationally renowned fashion photographer Olivier Yoan. The shoot features some of Oliver’s closest friends, who are also among the biggest names in the modelling world: Jacey Elthalion, Sasha M’Baye and Sam Webb.

Oli says of the CHÉ launch:

“I’ve been approached to design collections in the past, but I was always keen to create a brand and designs of my own. With CHÉ, Toby and I are business partners, and we’ve worked together on everything from the initial concept, to the development of the garments and the look and feel of the brand.”

“Men’s swim shorts and resort-wear have come a long way in the past decade or so and I’ve been fortunate enough to work with some of the brands at the forefront of that change. However, over recent years I’ve struggled to find great styles that reflect me. With CHÉ, we’re shaking things up by creating relevant, wearable designs that are genuinely different from what’s already on the market.”


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