One of the world’s leading male models, Oliver Cheshire caused huge sales spikes when he lead campaigns for Marks & Spencer and Superdry. He’s also worked with Dolce & Gabbana, Vivienne Westwood, and Paul Smith, and photographers including Mario Testino and Bruce Weber. Now Oliver is bringing his signature low-key chic to everyone with his fab men’s line Ché.

Oliver wanted to create clothing for “modern men who want swim shorts and resort wear 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.”

Featuring a relaxed, Miami-inspired aesthetic, styles are minimalist with retro-inspired accents and made with premium fabrics using Savile Row techniques. Hardy Amies former creative director Mehm Ali has joined the brand as a technical design consultant. Ché uses recycled and sustainable fabrics, recycled nylon, and Ecovero, a material derived from sustainable wood.

Model turned-designer Oliver Cheshire is now fronting his own campaigns and fashion line, a collection of his interpretation of his low-key chic style.

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