ché

Founded in 2019 by international model Oliver Cheshire and manufacturer Toby Watkins, CHÉ is a British menswear brand built on a mission to blend style with substance. With design input from Savile Row alumni, the label specializes in sustainable resort wear that combines the relaxed feel of the American West Coast with the polished sophistication of the Cote D'Azur. The collections are designed for a modern, travel-oriented man, focusing on versatile pieces that transition effortlessly from the poolside to a city setting. Core garments include tailored swim shorts, relaxed shirts, and polo shirts that feature a retro-sportswear influence.\n\nThe brand prioritizes conscious practices and durability, using innovative and sustainable materials such as Econyl, a nylon yarn regenerated from ocean waste, alongside Tencel™ and ECOVERO™. This commitment to sustainability is central to its identity, aiming to provide stylish, high-quality pieces without compromising on environmental responsibility. CHÉ has gained recognition for its refined aesthetic and is stocked by premium international retailers, reflecting its position in the contemporary menswear market.