CHIEF.

CHIEF., short for Chief Great Taste Officer, is a South Korean performance apparel brand founded in 2023 with roots in Brazilian Jiu-Jitsu. Its visual language is minimal and restrained, pairing technical training pieces with a design system intended to work beyond the gym.

The core range covers no-gi rashguards, grappling shorts, and coordinated sets organized into Mono, Luxe, Athlete, Legacy, and Special Edition collections. The brand also offers women’s and kids’ ranges, lifestyle apparel, and accessories.

CHIEF. develops its signature CreamAIR™ fabric around a smooth hand feel, lightweight comfort, moisture dispersion, and breathability. Its product design places equal weight on movement, fit, fabric performance, and a clean visual finish.

The brand’s work has expanded from Brazilian Jiu-Jitsu into MMA, Muay Thai, HYROX, CrossFit, running, strength training, yoga, tennis, pickleball, and swimming. Its collaboration archive includes academy and athlete projects from Korea and other international grappling communities.