Chubbies, the men’s swim and apparel brand that has become a force in brightly colored, irreverent swim trunks, is launching a new women’s swimwear brand called Cheekies. The debut coincides with Chubbies’ 15th anniversary and marks a strategic expansion into the women’s market following years of requests from customers, according to Chubbies.
Cheekies’ debut campaign was shot in Sayulita, Mexico, and features a real group of longtime friends coordinated by model Ingrid Medeiros. Photo courtesy of Cheekies.
The brand said women frequently asked for swimwear that mirrored the fit and personality of the men’s product line but was specifically engineered for them.
“This wasn’t about extending Chubbies into a new category; it was about building the right brand the right way,” Rainer Castillo, president and co-founder of Chubbies, said in a statement.
Chubbies has been a top-performing brand for parent company Solo Brands. Chubbies recorded net sales of $113 million in 2024, an 11% increase year-over-year. Originally a DTC brand, Chubbies has rapidly expanded its wholesale business, which accounted for 49% of total sales in 2024, according to Solo Brands financial reports. Solo Brands has not yet reported full-year 2025 results.
Kit Garton, a 13-year veteran of Chubbies, is leading the expansion into women’s swim. Garton, co-founder of Cheekies and senior vice president, commercial at Chubbies, has spent the last two years developing Cheekies with an all-women team, focusing on fit and versatility.
“Cheekies is about enjoying the moment you’re in, we want women to feel sexy and supported — confident and effortless,” Garton said in a statement. “In our conversations with women, the topic of swimwear was notoriously vulnerable. We designed Cheekies to take the pressure off.”
The debut collection features adjustable silhouettes and flexible sizing designed for “fit, flexibility, and freedom,” utilizing a mix of prints and solids, according to the company. The brand’s visual identity and storytelling will center on authentic connection and shared experiences, highlighted by a debut campaign shot in Sayulita, Mexico, featuring a real group of friends.
Cheekies is available now via its direct-to-consumer site, Cheekies.com. The brand will expand its retail footprint in April 2026, launching on Dicks.com and in select locations of Dick’s Sporting Goods and Chubbies retail stores.
