A CBN BRANDS COMPANY
CHEEKO
Everyday essentials. Unmistakable identity.
CHEEKO is a premium underwear brand developing the first layer around confidence, comfort, considered fit and a bold contemporary identity. From that foundation, the brand can expand into premium basics and selected lifestyle categories.
01The Foundation
Confidence begins before the world sees it.
CHEEKO is a premium underwear brand built around one of the most personal products people wear every day. The brand begins with the belief that underwear should do more than meet a basic need: it should feel considered, dependable and unmistakably confident. CHEEKO brings together fit, comfort, material experience, construction and a strong visual identity to create essentials intended to feel right from the first layer onward. Underwear is the foundation of the brand. Over time, that foundation may support a wider world of premium basics, socks, loungewear, activewear and selected lifestyle categories, but every extension must remain connected to the same standard of everyday confidence.
Premium underwear, built from the first layer outward.
02The Product Universe
Essentials, elevated.
Underwear
The foundation of CHEEKO — confidence, comfort and considered fit, first.
Premium Basics
Everyday layers that extend the same first-layer philosophy.
Activewear
Movement-focused pieces, introduced as the brand's performance is validated.
Loungewear
Relaxed products built around ease, without losing visual discipline.
Socks
Everyday essentials evaluated through fit, material and comfort.
Lifestyle
Selected extensions that stay connected to the underwear core.
03The Waistband
One name. Repeated with purpose.
The CHEEKO waistband carries the identity with confidence, but never at the expense of comfort. It is designed as one continuous expression: precise, recognisable and easy to understand.
04Explore The Brand World
What comes first should never feel ordinary.