THE GREAT TASTE OF CHIEF.

01. Before CHIEF., what was your own background, and what ultimately led you to create the brand in 2023?

I grew up between different cultures and countries having lived across four different continents, being a Korean born in Brazil and growing up in Portugal, Washington D.C., Peru, Korea, France and New York, which deeply shaped my identity and perspective. Before CHIEF., I utilized that experience professionally in the international education management sector, until COVID heavily impacted the industry and that’s when Jiu Jitsu became a lifeline that gave me a sense of focus, discipline and a community that grounded me. And just when the grappling scene began coming back to life after COVID, I noticed a gap between the quality of the sport and the way Jiu Jitsu apparel was being presented. The market was saturated with loud, complex designs and I wanted to create something that felt more elevated, minimal and intentional to cater to a wider audience and lower the barrier for entry for the sport to grow even further. That idea became CHIEF. in 2023, a brand built on performance with clean designs that reflected the class of the sport and help grow the sport by setting a higher standard for future generations.

02. CHIEF. began with Brazilian Jiu-Jitsu. What did you see in the BJJ and performance-apparel market that made you believe there was room for something different?

What stood out to us was that while the sport itself had evolved tremendously, much of the apparel market remained very niche in its design and aesthetic. From the very beginning, we also had the intention of growing beyond Jiu Jitsu and into different areas of performance and lifestyle. I think that idea stemmed from my global upbringing and understanding of how big the world is and what people from different cultures and backgrounds would gravitate toward. Also having played in multiple different sports and understanding those landscapes really helped see that vision as well. Coupled with a passion for branding, creativity, and design, we knew we could create a brand that could resonate with people regardless of background.

03. CHIEF. stands for “Chief Great Taste Officer.” Where did that idea come from, and what does “great taste” mean to you as the founder?

We always believed we could bring a unique perspective and a high level of taste to fashion and lifestyle, so we wanted the name to reflect that. “Chief Great Taste Officer” felt right because the words are simple and approachable, much like our designs, but at the same time, the name has a little personality to it. We wanted people to hear it and either chuckle or ask ‘what was that again?’—it was designed to capture attention and spark curiosity. But beyond the name itself, “great taste” became the philosophy behind CHIEF. To me, it means having an appreciation for quality, design, culture, and the details that make something feel right. It also gives us the freedom to extend beyond sport and into areas where we believe we can add value, like our Great Taste Coffee brand—premium coffee made convenient through brew bags. And ultimately, CHIEF. is the shortened form of Chief Great Taste Officer because we want everyone associated with the brand to feel like a CHIEF. themselves—to have the confidence to define and represent their own great taste.

11. CHIEF. recently introduced itself to the U.S. through the July 17–19 Soho event in New York. Why was New York the right place for that introduction?

New York felt like the right place because it has always represented a city where people from all over the world come together, and Soho in particular is one of the most influential fashion destinations in the world. From the beginning, introducing CHIEF. to the U.S. was part of our long-term vision, and New York was naturally at the top of that list. It made the moment even more special because I went to university there as a young adult, and that period of my life had a tremendous influence on the direction of our brand. To see that vision come full circle was an absolute dream come true. From a college kid that at one point had to ask strangers for a dollar to take the bus back to Jersey from Port Authority to years later, to return to New York with my own brand, reconnect with friends from that chapter of my life, and introduce CHIEF. in Soho felt incredibly meaningful. It felt like everything came together through genuine intentions, persistence, and hard work.

12. What did you learn from the Soho launch and the reaction from American consumers? Was there anything that surprised you?

It taught us that if our products could resonate in a market as competitive and discerning as New York, there was a strong possibility that they could resonate globally. As beautiful and influential as New York is, it can also be notoriously difficult to break into because the standards are incredibly high and consumers are exposed to some of the best brands in the world. What surprised us most was how naturally people outside of the Jiu Jitsu community connected with CHIEF. We saw firsthand that the brand’s aesthetic and philosophy could transcend the sport, which reinforced our belief that we’re building something much bigger than a Jiu Jitsu brand.

13. CHIEF. is now preparing to officially launch in the United States through both online sales and physical retail. Why is now the right time to make that commitment to the American market?

With our recent SoHo launch in New York, we felt the timing was right to build on the momentum we’ve created and make a more intentional commitment to the U.S. market. You can never overlook momentum as a business, and the response we received in New York reinforced our belief that there is a genuine audience for CHIEF. in the U.S. Fortunately, we already have quality partners and relationships established in the market, which gives us a strong foundation to build from rather than starting from scratch. Ultimately, we want to make CHIEF. more accessible to our American customers through both online and physical retail, while establishing the U.S. as an important part of our next stage of growth.

14. The U.S. is one of the world’s most competitive sportswear markets. How do you plan to introduce CHIEF. to consumers who have never heard of the brand and establish an identity alongside both major sportswear companies and established combat-sports brands?

Our approach is ultimately about making quality performance apparel more accessible while building a brand identity that people genuinely want to be part of. We don’t intend to compete with the major sportswear companies by trying to outspend them or out scale them; instead, we want to differentiate through our product, design, and the culture we build around CHIEF. The U.S. is the biggest and one of the most competitive markets in the world, but we see that as an opportunity rather than a barrier. If we can help more people train better, feel better, and look better while doing it, then we’re adding something positive to the world. Our belief is that if we consistently deliver on that promise, build authentic relationships within the communities we serve, and let the product speak for itself, it’s only a matter of time before the world catches on.