Love, Bonito acquires Singaporean activewear brand, butter and rebrands to cheak, adding to its roster of female empowerment.
Women all over the world are familiar with Love, Bonito for a reason. The womenswear brand offers pieces that aren’t just fashionable and comfortable but also cater to women of all ages, shapes and sizes.
Probably their biggest news of the year; Love, Bonito has acquired well-known Singaporean activewear brand, butter, and has rebranded it to cheak. It is a play on the word ‘cheeky’ and is a true representation of the brands’ vibrant personas. The activewear line aims to empower everyday Asian women with active apparel and accessories they are sure to love. This is a big milestone for Love, Bonito on their way to reshaping their female ecosystem plans.
“Every element of cheak has been carefully chosen to represent the ambitious female active persona – strong and confident, mindful, and knows how to have a little fun along the way,” shares Tiffany Chng, Co-founder of cheak.
With butter’s signature design philosophies in place, cheak launches in two fabrics. BaseCore® is made for high-intensity activities like HIIT, spinning and running with its sweat-wicking and compressive qualities, while BaseFlex® is more for low-intensity activities like yoga, pilates and barre, made with an ultra-soft and silky smooth feel. With 12 styles (sports bras, leggings and biker shorts), 13 colours and 7 inclusive sizes from XXS to XXL; every woman will be able to find what they need.
The cheak activewear collection is now available on both Love, Bonito and cheak’s website and across all Love, Bonito stores in Singapore. Love, Bonito also ships to 20 countries worldwide (free shipping threshold applies). Prices for the all-new cheak activewear range from $50 to $79.
“Our long-term vision is to be a true life partner for our community of women, in and beyond fashion and activewear is a key category we’ve looked to venture into since two years ago,” says Dione Song, CEO of Love, Bonito. “Merging forces with butter came at the right place and time for both of us, and we look forward to reshaping our evolution into a female ecosystem alongside emerging passion-driven women-led brands.”
“We have built a strong foundation in understanding the everyday Asian woman in order to be preemptive in catering to her needs,” adds Song. “We are primed to become a true life partner for our community of women, in and beyond fashion. We have yet to see a womenswear brand from the region stand proud on the world stage amongst industry heavyweights and we want to be the first brand to achieve that, by being purpose-driven, community-focused and innovative.”
I absolutely love what Love, Bonito stands for and cannot wait to see how much more they will be empowering women in the years to come.
