Lifestyle brand Chubbies announced the launch of Cheekies, its new women’s swim brand. Cheekies brings effortless energy to women’s swimwear with styles designed to support fit, flexibility, and freedom for the girls’ trip that finally escaped the group chat—and all the sun-soaked moments in between.
The launch of Cheekies coincides with Chubbies’ 15th anniversary, marking a new chapter for the brand. Over the years, many of the women who bought Chubbies for the men in their lives began asking for swimwear built with the same confidence, personality and attention to fit but explicitly designed for them. Cheekies is a natural next step, meeting that demand with swimwear created with women at the center.
Rainer Castillo, Chubbies president and co-founder, tapped Kit Garton, a 13-year Chubbies brand leader and senior vice president of commercial, to co-found and lead Cheekies. Over the past two years, Garton has built the brand from the ground up, leading an all-women team to design swimwear shaped by real women and made to feel intentional, expressive and easy to wear.
“Cheekies is about enjoying the moment you’re in, we want women to feel sexy and supported—confident and effortless,” said Garton. “In our conversations with women, the topic of swimwear was notoriously vulnerable. We designed Cheekies to take the pressure off.”
The debut Cheekies collection offers a mix of expressive prints and easy-to-wear solids, designed to mix and match with ease. The first lineup features versatile, adjustable swim silhouettes with flexible sizing, giving women the freedom to customize fit and coverage as they move from one moment to the next.
“This wasn’t about extending Chubbies into a new category; it was about building the right brand the right way,” said Castillo. “By empowering Kit and an all-women team to lead Cheekies from day one, we created Cheekies with a distinct point of view for women, powered by Chubbies’ expertise in expressive prints and thoughtful design.”
Cheekies’ debut campaign was shot in Sayulita, Mexico, and features a real group of longtime friends coordinated by model Ingrid Medeiros. The shoot captures an authentic girls’ trip—sun-filled days, candid moments and time spent together—setting the tone for the brand’s visual language and storytelling moving forward. That sense of real connection and shared experience will continue to shape Cheekies’ content and community as the brand grows.
