British model Oliver Cheshire has turned his hand to design with the launch of his own men’s resortwear brand – Ché.
The label, which launches via its own ecommerce site on 16 May, initially comprises 20 styles of shirts and shorts. Discussions are under way to launch the brand for wholesale in future seasons.
Featuring a relaxed, Miami-inspired aesthetic, styles are minimalist with retro-inspired accents. Colourways for the debut spring 19 collection include burnt orange, navy and pink.
Premium fabrics and Savile Row techniques are also an important influence, and former Hardy Amies creative director Mehm Ali has joined the brand as technical design consultant.
Ché makes use of recycled and sustainable fabrics including Econyl recycled nylon, and Ecovero, which is derived from sustainable wood.
Cheshire described his goal as to create clothing for “modern men who want swim shorts and resortwear that looks equally at home on the deck of a yacht off the South of France as it does on the boardwalk of Venice Beach in LA, or in the clubs of Ibiza”.
Retail prices range from £75 for a shirt to £110 for shorts. firstname.lastname@example.org. chestudios.co.uk