Oliver Cheshire is a renowned British model and style icon who has graced the pages of numerous fashion magazines and walked the runways for some of the biggest names in…

Oliver Cheshire is a renowned British model and style icon who has graced the pages of numerous fashion magazines and walked the runways for some of the biggest names in the industry. But in addition to his successful modeling career, he is also the founder and creative director of his own menswear brand, CHE´. Known for its contemporary designs and premium quality materials, CHE´ has quickly gained a reputation as a go-to destination for the modern man seeking stylish, yet sustainable clothing. 

As we launch CHE´ at Accent, Oliver shares his insights into the fashion industry, his inspirations for creating CHE´, and what sets his brand apart from the rest. 

Keep scrolling to discover more.

You launched Ché in 2019, how would you describe the brand and what inspired you to become a designer?

CHÉ is modern forward thinking resort wear. Designed around retro sportswear and tailoring. I like the idea of blending the lines between sportswear and tailoring as it’s what I personally like to wear and feel comfortable in. I also feel, men are generally dressing a lot more casually, but still like to look smart. 

I’ve always dreamt of launching a fashion brand growing up. As a young kid, I was always cutting garments up and customising them. I built mood boards and collected fabrics. I got to the age of 30 and thought if I don’t do it now, I never will. I thought there was a gap in the market for a more interesting approach to resort wear.

I also like the idea of buying something particularly for your holiday too. People work hard and save up to go on holiday so it’s nice to be able to treat yourself to a new outfit that you can wear while you’re out there.

Your designs are quite retro with a playful sporty twist. What inspires your collections?

I love vintage clothing cuts and designs as a starting point. Then adding new fabrics and tweaks to them to bring them into the 21st century. 

Watching and playing sports has always been a big part of my life and I really enjoy active holidays so that’s probably where the influence comes from. 

While I’m holidaying, I play some tennis in the morning and to be able to throw a linen or tencel shirt over your shorts and look smart enough to head to the beach club is a dream. No faf but super elegant still.

Was the use of eco-friendly materials important to you?

Eco-friendly materials in my view are a must for any brand. We have become so knowledgeable about the impact we are having on the planet over the last 5 years that I think everyone should be trying their best. There is also something special about giving waste material a new life. Taking carpet from landfill, and turning them into a pair of swim shorts, which someone can love, and wear is quite special.  

Who is the stereotypical Ché man?

I think the stereotypical Ché man is confident, a world traveller that loves fashion and isn’t afraid to express themselves.  

Have you found that mixing your experience and passion for modelling has helped launch Ché within the industry?

To a certain extent, yes. Being a model for so long, I definitely got to meet and work with a lot of amazing creative people along the way and see how they work behind the scenes.

However, nothing will prepare you for entrepreneurial ship but to anyone that’s thinking about starting a business all I can say is just do it. It will be one of the best things you will ever do.

What is next for Ché?

I think we’re gonna keep doing what we’re doing. Adding new, exciting products, and hopefully launching in new parts of the world for people to discover the brand. We are also working on more collaborations.

We’re very excited to launch our collection this season. What is your favourite piece?

I love the C links printed voile shirt. Also, the Quinn is such a perfect polo to wear all summer long.

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