Chubbies Announces the Launch of Cheekies, Its New Women's Swim Brand
Rhea-AI Summary
Chubbies (NYSE: SBDS) launched Cheekies, a new women's swim brand, on February 11, 2026, marking a brand extension timed with Chubbies' 15th anniversary. Cheekies emphasizes adjustable fits, expressive prints, flexible sizing, and was built by an all-women team led by Kit Garton.
The debut collection and campaign were shot in Sayulita, Mexico, and Cheekies will be sold at Cheekies.com, DICKS.com, and select DICK'S and Chubbies retail locations in April 2026.
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News Market Reaction – SBDS
On the day this news was published, SBDS gained 2.62%, reflecting a moderate positive market reaction. Argus tracked a peak move of +18.5% during that session. Our momentum scanner triggered 3 alerts that day, indicating moderate trading interest and price volatility. This price movement added approximately $449K to the company's valuation, bringing the market cap to $18M at that time.
Data tracked by StockTitan Argus on the day of publication.
Key Figures
Market Reality Check
Peers on Argus
SBDS gained 5.87% while peers like LGCB (+4.8%) and MI (+2.42%) were also up, but IPW fell and scanner data flags this as stock-specific rather than a unified sector move.
Historical Context
| Date | Event | Sentiment | Move | Catalyst |
|---|---|---|---|---|
| Jan 29 | Marketing campaign | Positive | -11.9% | Super Bowl–week Solo Stove campaign with events and charitable donations. |
| Jan 26 | Prelim earnings update | Positive | +43.1% | Preliminary Q4 results with higher adjusted EBITDA and covenant compliance. |
| Dec 22 | Capital structure change | Positive | +4.9% | Corporate simplification to single class stock and TRA-related cash savings. |
| Nov 10 | Investor conference | Neutral | +11.4% | Participation in Southwest IDEAS investor conference with 1x1 meetings. |
| Nov 06 | Quarterly earnings | Negative | -31.4% | Q3 2025 results with steep sales decline, net loss, and negative EBITDA. |
Recent news-driven moves mostly aligned with headline tone, with one notable divergence on a marketing campaign.
Over the past six months, SBDS has mixed operational and branding updates with balance-sheet and governance changes. Earnings on Nov 6, 2025 showing sharp revenue pressure and losses drew a negative reaction, while preliminary Q4 commentary on Jan 26, 2026 highlighting improved adjusted EBITDA and covenant compliance saw a strong positive move. Corporate simplification to a single class of stock around Jan 1, 2026 and investor outreach through conferences and campaigns also produced mostly positive stock responses. Today’s Cheekies launch fits the pattern of brand-building news following those structural steps.
Market Pulse Summary
This announcement marks a brand-extension step as Chubbies introduces Cheekies, a women’s swim line built on 15 years of fit and product expertise. It follows recent quarters defined by restructuring, earnings pressure, and preliminary signs of improved EBITDA and covenant compliance. Investors monitoring SBDS may track how Cheekies contributes to broader portfolio diversification, consumer demand trends, and future earnings updates alongside existing cost-control and simplification efforts.
AI-generated analysis. Not financial advice.
A New Women's Brand Built in Response to the Chubbies Community,
Powered by 15 Years of Fit and Product Expertise
The launch of Cheekies coincides with Chubbies' 15th anniversary, marking a new chapter for the brand. Over the years, many of the women who bought Chubbies for the men in their lives began asking for swimwear built with the same confidence, personality, and attention to fit but explicitly designed for them. Cheekies is a natural next step, meeting that demand with swimwear created with women at the center.
Chubbies President and Co-Founder Rainer Castillo tapped Kit Garton, a 13-year Chubbies brand leader and Senior Vice President, Commercial, to co-found and lead Cheekies. Over the past two years, Garton has built the brand from the ground up, leading an all-women team to design swimwear shaped by real women and made to feel intentional, expressive, and easy to wear.
"Cheekies is about enjoying the moment you're in, we want women to feel sexy and supported—confident and effortless," said Kit Garton, Co-Founder of Cheekies and Senior Vice President, Commercial at Chubbies. "In our conversations with women, the topic of swimwear was notoriously vulnerable. We designed Cheekies to take the pressure off."
The debut Cheekies collection offers a playful mix of fun, expressive prints and easy-to-wear solids designed to mix and match with ease. The first lineup features versatile, adjustable swim silhouettes with flexible sizing, giving women the freedom to customize fit and coverage as they move from one moment to the next.
"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. "By empowering Kit and an all-women team to lead Cheekies from day one, we created Cheekies with a distinct point of view for women, powered by Chubbies' expertise in expressive prints and thoughtful design."
Cheekies' debut campaign was shot in
Cheekies is available today at Cheekies.com, DICKS.com, and select DICK'S and Chubbies retail locations in April 2026.
About Cheekies
Cheekies is a women's swimwear brand within the Solo Brands (NYSE: SBDS) portfolio, launched in 2026 as the first standalone sister brand to menswear lifestyle icon Chubbies. Cheekies delivers comfort-first fits and luxe fabrics shaped by hundreds of hours spent listening to real women. The brand offers versatile, mix-and-match separates and statement-making one-piece silhouettes made for the girls' trip that finally escaped the group chat—and every sun-soaked moment in between. Cheekies is available online at cheekies.com and at select Chubbies retail stores.
About Chubbies
Chubbies, an apparel lifestyle brand within the Solo Brands (NYSE: SBDS) portfolio, is best known for its role in the resurgence of short shorts in men's fashion, with its interpretation of the classic 4" and 5.5" inseam. Through its iconic styles and bold prints, Chubbies creates high-quality everyday apparel that adds a fun, unique twist to swim, sport, and casual wear. Shop Chubbies online at chubbies.com, or in person at one of their retail stores.
Media Contacts:
Morgan Kilmer
Kilmer Communications
morgan@kilmercomms.com
Darren Quiliza
Kilmer Communications
darrenquiliza@gmail.com
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SOURCE Chubbies
FAQ
What is Cheekies and when did Chubbies (SBDS) launch the brand?
Who is leading Cheekies at Chubbies (SBDS) and what is the team structure?
Where and when will consumers be able to buy Cheekies swimwear from SBDS?
What design features does the Cheekies debut collection emphasize for SBDS customers?
How does Cheekies relate to Chubbies' brand strategy and anniversary for SBDS?
