Chief is an independently owned lifestyle brand from the Philippines. It mainly produces clothing and accessories for men, but also houses a few other products to complement the lifestyle it represents. Started in 2011, it has taken a lot of changes - from its main idea in its inception to the general aesthetic of the brand. Even though the brand has already found its true identity, it still strives to grow through continuing to understand the essence of the lifestyle it embodies.
Chief started as a vintage menswear clothing curator and seller back in 2011. Before the year ended, the desire and the opportunity to create a clothing brand provided the drive to recreate Chief. In April 2012, Chief came to fruition at the release of the very first full collection, the Summer 2012 "The Beach Pack".
"Chief is an independent lifestyle brand that values visionaries. We look highly of the inspired, imaginative and the idealistic."
The main idea of the brand is to promote the way of living of visionaries, to embody their philosophies, and to share their success and stories. Influenced by that idea, the brand aims to inspire through its products and their presentation.