CHIEF LAUNCHES AT THE CANVAS SOHO

​Join us on Friday, July 17th from 6–8 PM at The Canvas SoHo, 456 West Broadway, for the New York launch of CHIEF. — a technical activewear brand inspired by Jiu Jitsu, refined taste, and the belief that how you train should feel as good as how you look.

​Founded in 2023, CHIEF. began with a singular vision from the grounds of Seoul, Korea: to create elevated performance wear rooted in the culture of Brazilian Jiu Jitsu. Built around minimalist design, clean silhouettes, and a refined palette, the brand quickly developed a global following among athletes & hobbyists seeking technical performance without compromising aesthetics.

​What started on the mats has since expanded across training disciplines including HYROX, CrossFit, yoga, weight training, swimming and functional fitness — designed for movement across sport, travel, and everyday life. Every piece is created with the same philosophy: simple, intentional, and built to perform under pressure.

​In 2025, CHIEF. expanded beyond apparel with the launch of Great Taste Coffee — a portable tea-style brew pack blending Vietnamese and Ethiopian Arabica beans, created for athletes, creatives, and professionals constantly on the move.

​Discover the full collection in person at the launch party on July 17th. The pop-up continues through Sunday, July 19th.

​When: Launch Party — Friday, July 17th, 6–8 PM
Pop-Up continues Saturday, July 18th – Sunday, July 19th
Where: The Canvas SoHo, 456 West Broadway

​The Canvas is a multibrand retail concept store introducing independent designers and international creative talent to New York City.

​RSVP now to be part of CHIEF.’s New York debut.

​RSVP subject to approval, and admission at the door is at the discretion of The Canvas team. By RSVP'ing, you also subscribe to our newsletter for future event invitations and retail offerings.