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Chubbies has launched Cheekies, a new women's swimwear brand developed as a distinct, standalone entity rather than a simple category extension of the parent company's existing menswear line. This move emerged from sustained consumer feedback, specifically from women who were already purchasing Chubbies products for the men in their lives and began requesting swimwear that reflected the same emphasis on confident styling and precise fit.

Cheekies was built over two years by an all-women leadership team within Chubbies, who conducted extensive research into how women experience the swimwear shopping process and identified widespread feelings of vulnerability and pressure associated with finding suitable options. Cheekies addresses these concerns through adjustable silhouettes, flexible sizing, and a mix-and-match approach that allows for personalized coverage and expression, all rendered in fabrics chosen for comfort and longevity. The women's swimwear brand's debut collection balances bold prints with solid basics, and the accompanying visual campaign was shot in Mexico.