Chubbies Dives In: Men's Shorts Giant Launches Women's Swim Brand

AUSTIN, TX – February 12, 2026

Chubbies, the brand that famously championed the return of short inseams for men, is now setting its sights on the other side of the beach blanket. The weekend-centric apparel company, a key asset in the Solo Brands portfolio, has officially launched Cheekies, its first-ever standalone women's swimwear brand. The move marks a significant strategic pivot for the company on its 15th anniversary, diving headfirst into the competitive women's apparel market after years of building a loyal male following.

Cheekies debuts with a collection of mix-and-match separates and one-piece swimsuits, aiming to capture the "girls' trip that finally escaped the group chat" vibe. The launch represents more than just a new product line; it's a calculated test of whether a brand synonymous with men's casual fun can successfully translate its DNA to a new demographic with different needs and expectations.

A Calculated Expansion Fifteen Years in the Making

The decision to launch Cheekies was not a sudden impulse but the culmination of years of direct consumer feedback. For a long time, "women's" has been one of the top two search terms on Chubbies.com, a clear signal from its existing community. Many of the women who were purchasing the brand's iconic shorts and shirts for the men in their lives were asking for a line of their own, built with the same attention to fit and personality. Limited-run women's swimwear drops that matched men's styles in the past saw significant demand, confirming a ready and waiting market.

This expansion comes at a crucial time for parent company Solo Brands (NYSE: SBDS). While Chubbies has been a relatively strong performer within the portfolio, reporting a sales increase to $103.6 million for the nine months ending in September 2025, the broader company has faced mixed financial results. Launching Cheekies is a strategic effort to diversify revenue streams and leverage the strength of the Chubbies name to tap into the lucrative women's swimwear sector.

"This wasn't about extending Chubbies into a new category; it was about building the right brand the right way," said Rainer Castillo, President and Co-Founder of Chubbies, in a statement. He emphasized that the goal was to create a brand with a "distinct point of view for women," while being powered by Chubbies' established expertise in expressive prints and thoughtful design.

An All-Woman Team Aims to Redefine Swimwear Confidence

At the heart of Cheekies is a deliberate, female-focused approach. Chubbies President Rainer Castillo tapped Kit Garton, a 13-year company veteran and Senior Vice President, Commercial, to co-found and lead the new venture. Over the past two years, Garton has assembled and led an all-women team to build the brand from the ground up, a move intended to ensure authenticity and a deep understanding of the target customer.

The team's research, which included hundreds of hours of conversations with women, revealed a common theme: swimwear shopping is often a deeply personal and "notoriously vulnerable" experience. This insight became the brand's guiding principle.

"Cheekies is about enjoying the moment you're in, we want women to feel sexy and supported—confident and effortless," said Kit Garton. "In our conversations with women, the topic of swimwear was notoriously vulnerable. We designed Cheekies to take the pressure off."

The resulting debut collection reflects this philosophy. It features versatile silhouettes with adjustable straps and cinchable bottoms, allowing for customizable fit and coverage. The use of "luxe fabrics that feel supportive without feeling restrictive" aims to address common complaints about comfort and fit in the market. The collection offers a mix of playful, expressive prints—a hallmark of the Chubbies brand—alongside easy-to-wear solids designed for effortless mixing and matching.

Making a Splash in a Crowded Pool

Cheekies enters a vibrant but crowded women's swimwear market. It will compete with established direct-to-consumer darlings like Summersalt and Andie Swim, which have built strong followings around inclusive sizing and fit, as well as retail giants like Aerie and established fashion brands. The market itself is evolving, with 2026 trends pointing away from fast fashion and towards durable, high-quality materials, refined silhouettes, and performance-driven features.

To stand out, Cheekies is banking on a combination of its parent brand's legacy and its own unique identity. It leverages Chubbies' reputation for fun and quality while carving out a distinct space focused on effortless confidence and the authentic joy of shared experiences. This is vividly captured in its debut marketing campaign, shot in Sayulita, Mexico, which features a real group of friends rather than professional models to evoke a sense of genuine connection.

The brand's multi-channel distribution strategy is another key pillar of its launch. By being available on its own direct-to-consumer site, Cheekies.com, it can control its brand narrative and build a direct relationship with customers. Simultaneously, its partnership with DICKS.com and a planned rollout into select DICK'S Sporting Goods and Chubbies retail locations in April provides immediate access to a broader, mainstream audience and lends the new brand significant credibility. This hybrid approach mitigates the risks of a DTC-only launch and capitalizes on the proven success of Chubbies' own retail partnerships. As the summer season approaches, the industry will be watching to see if this new sister brand can successfully swim in the deep end of the market.