What's Happening?
Chubbies, a company known for its menswear, is expanding into women's fashion with the launch of a new swimwear line called 'Cheekies'. This initiative marks the company's 15th anniversary and represents a significant shift as it targets the female market. The Cheekies collection, developed by an all-women team led by Kit Garton, features 10 mix-and-match swim silhouettes with a range of solids and bold prints. Retail prices for the collection will range from $20 to $110. The collection will be available on a dedicated Cheekies e-commerce site, in Dick’s Sporting Goods, and select Chubbies stores starting in April. The launch campaign was shot in Sayulita, Mexico, featuring a group of friends coordinated by model Ingrid Medeiros.
Why It's Important?
The launch of
Cheekies signifies Chubbies' strategic move to diversify its product offerings and tap into the lucrative women's swimwear market. By empowering an all-women team to lead the project, Chubbies is positioning itself as a brand that values female perspectives and inclusivity. This could enhance its brand image and attract a broader customer base. The expansion into women's swimwear also allows Chubbies to leverage its expertise in expressive prints and thoughtful design, potentially increasing its market share in the fashion industry. The move could set a precedent for other menswear brands considering similar expansions.
What's Next?
Following the launch, Chubbies plans to expand the Cheekies line into adjacent categories, potentially offering a wider range of women's apparel. The company will also celebrate its anniversary by revisiting and recreating viral moments that have defined its brand, which may include special made-to-order pieces from its swim archive. This strategy could further solidify Chubbies' presence in both the men's and women's fashion markets, fostering brand loyalty and increasing sales.
