Homegrown brand Love, Bonito is loved for its ready-to-wear collection and now it has launched cheak, adding sportswear to its repertoire.
Love, Bonito has taken over butter, a Singaporean women-led sports brand and rebranded it as cheak. This demonstrates Love, Bonito’s commitment to developing a full female ecosystem by acquiring an enterprise created exclusively for the average Asian lady. Adding sportswear as a new category is part of the company’s long-term plan to fulfil the diverse needs of women.
Following the Series C fundraising, Dione Song, CEO of Love, Bonito, sees the launch of cheak as a pivotal moment for the company. Song noted that cheak will broaden the company’s long-held goal of becoming a true partner of the women’s fashion world, particularly in activewear. “Merging forces with butter came at the right place and time”, she added.
The sportswear line has been renamed cheak to mark the beginning of a new era following the merger of the Love, Bonito, and butter brands. This marks an important turning point in the evolution of the company’s commitment to empowering women all across the world.
According to Tiffany Chng, co-founder of cheak, butter was renamed cheak, which is a play on the word “cheeky”, in hope that it will better capture the spirit of the new brand’s products. Everything about cheak was designed with the ambitious energetic girl in mind. A woman who is strong and self-assured, but also thoughtful and and exhibits a lively zest for life.
From butter to cheak, it’s a perfect fit
Olivia Yiong and Tiffany Chng, founded butter in 2020 to solve a dearth of inexpensive Asian-fit sportswear. Since then, butter rapidly built respect among the local fitness scene with over 100 instructors onboarded on their teacher program.
Love, Bonito chose buuter because of their Asian sensibility and commitment to establishing a strong female community. Together, they are driven by an Asian-centric design philosophy and brand objective to empower everyday Asian women. Love, Bonito is excited to support another women-led Asian-centric firm as it grows across the region with this acquisition.
Active wear inspired by a distinctly Asian sensibility
cheak expands butter’s design ideas with activewear developed with Asian sensibilities in fit, colours, climate, and sports. The debut collection contains 12 styles, seven sizes and 13 colours, including eight on Love, Bonito.
The activewear line includes distinctive upgraded essentials and stylish styles. Activewear apparels are available in two fabrics: BaseCore® and BaseFlex®.
BaseCore® is designed for high-intensity exercises like HIIT, spinning, and running, giving improved support and sweat-wicking characteristics to keep you cool and dry. Compressive characteristics improve blood circulation, performance, and recovery.
BaseFlex® is ultra-soft and silky smooth, great for low-intensity workouts like yoga, pilates, and barre. BaseFlex® products are soft and feminine, with low to mid compression and support.
The range comes in 13 warm-to-cool skin-toned colours. Pickle, Truffle, Sesame, and Potion are earthy staples. Lighter, bolder colourways including Wink, Blush, Moon, and Green encourage women to make a bold statement in and outside the gym, reaching new personal bests with stunning confidence.
The new cheak collections are available at all Love, Bonito outlets around Singapore. Prices range from S$50 to S$79. A brand-new collection will be available to shoppers this coming December.