When you think of great taste, what comes to mind? For many, the idea conjures images of a vintage convertible, a pair of leather Oxford dress shoes, or a piece of art that has survived the passing of time, trends, and technology. But what about activewear? While most don’t immediately consider sports clothes as being part of the pantheon of items in possession of taste, some brands are on a mission to change this narrative. CHIEF is one such brand. As someone who has witnessed its origins out of the jiu jitsu gyms in Vietnam, what’s most impressive is not only how quickly the brand has made a name for itself—it’s that they’re always trying to evolve while never detracting from their ethos. The fact is, CHIEF is now so much more than what it was when it started.
CHIEF began in 2023 by Kyu Kim. As an active participant and lover of jiu jitsu, Kyu noticed a gap in the availability, accessibility, and quality of the rashguards (tops) and shorts for practitioners to wear. The reality was, most jiu jitsu practitioners where he trained wore whatever they could find at home. This often meant baggy pieces of clothing made from low-quality, non-sweat absorbing fabrics that were, simply put, not visually pleasing nor conducive to effective training. As someone who’d had a long-term passion for branding, Kyu knew that despite his limited background in fashion and design, this was the “lightbulb” moment where he’d be able to bring his ideas to life. After finding a design team in his motherland of Korea that could do just that, CHIEF was born. The timing was perfect given that jiu jitsu was only really starting to enter the global zeitgeist, meaning Kyu was also able to seize on an ever-growing cultural understanding and appreciation of the martial art. As for their name, it stems from the acronym Chief Great Taste Officer. A blend of familiarity and superiority, CHIEF connects jiu jitsu’s booming acceptance by the masses while setting itself apart as a one-of-one brand. At its core, the name is a playful nod to the idea that everyone who represents their brand is someone who can bear the equally fun and prestigious title of someone with great taste. In other words, you can be a Chief Great Taste Officer too.
When I asked Kyu what separates CHIEF from other brands, he highlighted two areas. To start, he noted their design. First and foremost, the look of CHIEF’s pieces stand out. Utilising the mantra “Cleanliness is next to Godliness” as a guiding light, the brand focuses on creating minimal, clean, and timeless designs over loud, complex designs that flood the current market. However, this mantra also speaks to a deeper truth. The CHIEF team believes that you can—even in the tiniest way—make the world a better place by emphasising cleanliness, quality, and taste. It’s an almost utopic philosophy on how by promoting such elements, people and society at large will learn to better appreciate beauty even within activewear.
Besides design, Kyu talked about the high standards they have for the quality of their products. CHIEF’s rashguards are characterised by their uniquely exclusive CreamAIR fabric. Known for its smooth touch, micropores that offer seamless breathability, durability necessary for both low and high-impact activities, as well as its ultra lightweight finish which provides ultimate comfort in both dry and wet conditions. All of these components create a balanced product that has garnered interest from athletes and hobbyists beyond just the sport of jiu jitsu.
Regarding where he gets inspiration from, Kyu looks to his past. A veritable globetrotter, he’s lived in four different continents so far. These experiences have shaped him not only as an individual but in terms of his approach to style, forming the foundation of his understanding of taste. That’s why a lot of their designs pay homage to countries and their cultures. Take one of their originals: the Brazil Edition. From the outside looking in it might appear just as the traditional uniform of the football team, but two distinct black and green lines across the center serve as a tribute to legendary Brazilian Formula 1 driver Aryton Senna and the helmet he wore during races. In this way, while designs remain minimal, clean, and timeless, they’re not just clothes you wear—they hold history and stories within them. With the 2026 World Cup, CHIEF has designed even more pieces that connect individuals with the country they’re from or love. From Mexico's deep, funky green to the patriotic red, white, and blue of their USA kit, CHIEF promotes connection through activewear.
Of course, that’s not to say all of CHIEF’s designs are country-specific. Their jiu jitsu origins mean they’ve got Athlete Edition rashguards coloured by the martial art’s belt system, taking you from the beginning of the journey with their white colour scheme all the way to the coveted black. Besides that, their Luxe Edition promises something else entirely. I believe this is where CHIEF truly shines. More understated than their Athlete Edition while more detailed than their Mono Edition pieces, Luxe is where CHIEF steps into the role of a premium activewear brand. Keeping with the principles of minimal, clean, and timeless, the Luxe collection are the types of clothes that you can wear both in and out of the gym. This idea demonstrates CHIEF’s forward-thinking mentality. Though born from jiu jitsu, the scope is so much larger. Ultimately, CHIEF wants to open the doors to a whole new concept of activewear. Clothes that aren’t restricted to being worn solely during a workout—instead, ones you can put on inside and outside of your exercise routines. More than this, thanks to their designs, they pair naturally with items like a blazer, trousers, or some elegant dress shoes.
On July 17th to 19th of this year, CHIEF will be displayed at The Canvas NYC retail store for a pop up in SoHo, New York. A fashion district in Manhattan, SoHo has a longstanding reputation not only as an artistic and cultural hub, but a fashion haven that blends the best of chic, boutique stores with high-end powerhouse labels. For CHIEF to be welcomed alongside such brands is a testament to just how far they’ve come over the course of three years. For Kyu, the invite is particularly humbling given that as a former college student in New York, he harboured big, ambitious dreams to somehow make a mark in the city in his early twenties. To now be returning for a popup with a brand that started from scratch in Asia is a full-circle moment. However, besides gratitude, the team is a proud torchbearer confident that they can usher in a new generation of activewear brands that understand the value of clean, modern designs that can stand the test of time.
Nowadays, CHIEF is so much more than just a jiu jitsu apparel brand. Besides pushing for a more globalised approach to sportswear, they’ve diversified their operations into many other areas. Chief among this is their Great Taste Coffee. Functioning as specialty coffee bags, this new direction has a lot to do with offering people an experience. While quality activewear allows for the experience of healthy living, coffee opens up the possibility to socialise and deepen connections with others. That’s why their coffee bags are made to be simply brewed with hot water, taking the process out of making everyone’s favourite brew so you can enjoy the drink on the move or at a slower pace with others. Besides coffee, lifestyle t-shirts and training accessories also serve as vital components of CHIEF’s evergrowing operations.
So what comes to mind when you think of great taste? Is it a vintage timepiece, a rare bottle of red wine, or how about an activewear brand? Since coming onto the scene three years ago, CHIEF has been on a mission to elevate our conception of what’s possible with the clothes we wear while we exercise. Now that I think about it, perhaps that constant evolution and willingness to push the needle further is what constitutes great taste. It’s a never-ending quest for beauty rooted in quality, timelessness, and excellence.
