Why Cheak is the local athleisure brand to watch

Recently did some window shopping at ION Orchard and came across a new athleisure boutique called Cheak? Well, that’s the homegrown brand’s latest major milestone: A brick-and-mortar store at Singapore’s fashion playground.

But Cheak didn’t begin as the polished brand it is today. It started as Butter. five years ago, a side hustle that its two founders, Tiffany Chng and Olivia Yiong—both 31 now—ran while holding full-time jobs. They spent their days working, their nights packing orders and planning, and their weekends on meetings and photoshoots. “It was nonstop,” Tiffany recalls. “But honestly, we loved it. That excitement and belief in what we were building made all the late nights worth it.”

The idea sprang from their own frustrations as fitness lovers. Before Butter., they were juggling multiple changes of workout clothes to squeeze in sessions before and after work, and felt there was a market gap to fill. “We were inspired to create stylish and versatile activewear sets that are truly transitional from studio to work,” Olivia says.

Fast forward to today, that vision of studio-to-street athleisure continues to sit at the core of the brand. With more defined roles now, Tiffany leads marketing and creative, while Olivia helms product design and operations – a harmony grounded in complementary strengths and friendship.

Cheak breaks barriers as young Singapore entrepreneurs

Being young female founders came with its own set of challenges, especially in traditionally male-dominated investor and manufacturing spaces. Olivia recalls entering meetings and feeling instantly underestimated. “People assumed we didn’t know what we were talking about or the problem we were trying to solve,” she shares. Motivated by passion but armed with little business experience, they had to work harder to prove themselves. “Preparation, consistency and learning to break our own barriers shaped the confidence we have today.”

Their product philosophy reflects the same intention. Cheak’s designs aren’t just about sleek aesthetics or flattering silhouettes. They’re built for the modern Asian woman’s lifestyle and body. “It’s not about being smaller or more petite,” Olivia explains. “[It’s] about understanding our unique proportions and curves. Every seam, every cut is designed to support, sculpt, and move beautifully with you.” Their bestselling BaseCore compression fabric and hits like the Define Invisible Scrunch Short embody that thoughtful craft.

How Cheak Became a Part of the Love, Bonito Family

Like many young entrepreneurs, they made early mistakes, mostly by trying to do everything and chase every exciting idea. “We loved experimenting, and we’d pour time and energy into new things just because they were exciting. Some paid off, but others distracted us from what really mattered – building something sustainable,” Tiffany admits. Over time, they learned to make decisions based on long-term brand value rather than creative impulse alone.

In those early years, roles were fluid. They shared everything from fulfilment to answering customer messages. That experience became the foundation of trust that still anchors them today. As the business matured, their roles naturally specialised.

The tipping point came when demand outpaced their scrappy systems. “We couldn’t deliver the experience our customers deserved without building stronger processes,” Tiffany says. That led to operational investments, team growth, and ultimately, a milestone moment.

From Butter. to Cheak and into the Love, Bonito family

Their acquisition by Love, Bonito and the rebrand to Cheak three years ago marked a significant shift. “[It] honestly still feels surreal,” Olivia reflects. Butter. had solved their personal wardrobe problem, but Cheak became something much bigger.

“Joining the Love, Bonito family gave us the foundation and resources to scale thoughtfully, while staying true to our brand,” Olivia adds. “It’s been a humbling journey, to evolve from what was initially a passion project into a brand that speaks to a larger community of women across Asia.”

Cheak’s new chapter: The ION Orchard flagship

But of course, Cheak did not stop there. Their latest, if not biggest, milestone is opening its flagship at ION Orchard, the beating heart of Singapore’s retail scene. “It represents how far Cheak has come,” Olivia says. “From a small online brand to one that now stands alongside some of the biggest local and international brands.”

But beyond visibility, the space signifies something even more meaningful – connection. A chance to meet the women who have supported them, understand how they move, and discover areas of improvement.

Cheak’s ION space channels the brand’s DNA: feminine but bold, textured but approachable. “She’s soft but never shy,” Tiffany says, likening the brand to a confident city girl in New York or London. Lime-washed yellow walls sitting against cool silver panels, coupled with a pink textured counter, bring warmth, edge, and individuality that define Cheak.

Launching the store came with steep learning curves, from approvals and fit-outs to POS integrations and team training – all on a tight deadline. “Retail is a completely different game from running an online store,” Olivia reflects. But those challenges built systems and a playbook for future stores, which is a crucial step as the brand sets its sights on regional expansion.

Already, the store has shifted how its community interacts with the label. “For so long, Cheak lived primarily online,” Tiffany says. Now, customers can feel fabrics, try on fits, and connect directly with the team. “We believe this will deepen the connection further, with conversations and feedback happening in real time and exclusive in-store offers – giving people another reason to fall in love with cheak again.”

Staying grounded and what’s next for Cheak

Despite their rapid ascent, the duo remains grounded by shared values and reflection. They regularly remind each other how far they’ve come and make time to brainstorm and dream a little.

The biggest advice they’d give their younger selves is to stop getting stuck in the business and spend more time on the business. “We used to be so deep in the day-to-day that there wasn’t much headspace left for strategy or growth. Once we learned to step back, trust our team, and think long-term, everything started to move forward faster,” Tiffany says.

And the biggest misconception about being a founder? “People often glamorise [it],” Olivia says. “But the reality is far from shiny. It revolves around sleepless nights, financial pressure, constant problem-solving, and pushing through self-doubt when no one else sees the vision yet. It takes a lot of grit and resilience to keep showing up, especially when things fall apart, but that’s also what makes the journey so meaningful.”

As for what’s next, the momentum continues. Cheak is preparing to expand its retail presence regionally, starting with its first pop-up at APW located in Bangsar, Kuala Lumpur, Malaysia, which is ongoing till the end of March next year.

“[The ION Orchard flagship] is only just the beginning!” Olivia quips.