We're quite used to seeing Oliver Cheshire in his swimwear (we've put him in quite a few banana hammocks in his time) and the male model is constantly gracing the 'best dressed' list of every magazine in London and New York, so we know the man has exquisite taste when it comes to dressing.
Therefore, it comes as no surprise to see him start up his own menswear label CHÉ, that has a swimwear infusion to it.
His inaugural collection focuses on resort-wear and had clean lined, swim shorts with Savile Row influences and retro inspirations in both the shorts and the matching shirts (we really love a matching ensemble.)
He's worked with Savile Row alumni Mehm Ali, who has an impressive CV including a stint at Hardy Amies to ensure that the collection is top notch when it comes to the technical design.
The whole collection has been sourced with technologically advanced, environmentally sustainable fabrics such as Econyl.
Oliver has enlisted some of his best mates, who just happen to be models, to star in the campaign, photographed by Olivier Yoan.
You can shop the collection now (Oliver Cheshire not included) available on chestudios.co.uk