MEET THE CHEEK

An interview with THE CHEEK: the subscription brand making sexy, comfy underwear that champions independent creatives — from the bottom up.

In a cultural landscape obsessed with immediacy and perfection, THE CHEEK is taking things personally. Intimate, expressive, and unapologetically bold, the brand sits at the intersection of comfort and statement-making — with underwear as the medium, and discovery as the mission.

Every two months, THE CHEEK drops a new small-batch collab featuring one thong and one brief, each designed in partnership with an emerging creative voice. Through these regular collaborations, THE CHEEK is reimagining how fashion connects — not just with bodies, but with culture.

We caught up with Imogen Beschi, the founder of THE CHEEK, to talk beginnings, bottoms, and building a mission that doesn’t compromise on style.

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What was the moment? That point where you thought ‘we’re starting an underwear brand, and it’s going to be different.’

Good question! Honestly, I have a short attention span, so whatever I do needs to feel exciting and genuinely different from what's already out there, otherwise what’s the point?

It was also based on personal experience. I love how a great pair of pants can make me feel, but shopping for underwear felt like a gamble - and even a chore sometimes. It always seemed like I had to choose between comfort and sexiness. So maybe selfishly, I wanted to solve that for myself and create something that delivered both (with a fun, unexpected twist).

That twist came naturally. I’ve always loved discovering independent brands and adopted a ‘buy less, but better’ mindset early on - saving up to buy pieces from unique designers I’d find online. I love the IYKYK element, and it’s fun when someone recognises who you’re wearing. THE CHEEK is about celebrating the best of independents and shining the spotlight on them through underwear. Because, why not?

Drop 7: Tea & Tequila

You could have gone in a hundred different directions. Why underwear?

People usually buy underwear out of necessity - either for a special occasion (often for someone else’s benefit), or when their everyday comfort pants finally give way.

But putting on underwear is one of the first things you put on each morning (no judging if not!) and it can set the tone for your day. I saw a gap for underwear that’s comfy enough to wear every day, but unique enough to feel special - even if no one else sees it.

A subscription featuring pieces designed by the most exciting emerging creatives felt like the perfect way to help people show love to themselves and support independents. Hence our tagline: love thyself, support thy independents.”

How do you find and choose the people you collaborate with?

Most of our collaborators are brands or creatives I’ve loved and followed for a long time. When you’re buying from these brands and DM them to ask about when something will be back in stock, or what size they would recommend, you’re usually chatting to the founders themselves. There’s something so special about that, that you don’t get through buying from big brands - and honestly how the relationship started with most of them!

We just passed our 1-year anniversary. The first-year line-up was genuinely a dream come true and I was able to partner with people I have admired for years. The collaborations have always been authentic: I’m a real fan and just want more people to know about them.

Drop 6: AGUEB

If THE CHEEK could collab with anyone — dead, alive, or fictional — who’s getting the call?

This is a hard one! There are a few independent brands I dream of collaborating with, like Aries Arise or Poster Girl. Their creativity is next level, and the way they constantly evolve while staying authentic is very inspiring. They’re setting a new standard for what independent fashion can be, and I’d love to create something with them. Watch this space!

Or if it was a person, maybe Julia Fox? A true icon, inside and out. She always loves underwear as an outerwear moment which is obviously something I fully endorse, but she also has an amazing backstory (before Kanye!). She’s creative, uncompromising, and unapologetically herself which is everything THE CHEEK stands for.

The brand feels like a rebellion against overconsumption, sameness, or just… beige. What is THE CHEEK pushing back against?

Yes, I’d say sameness - and compromise. THE CHEEK is about pushing back against the idea that you have to choose between comfort, sexiness, and originality.

At its core, we want people to love themselves. A lot of joy goes into co-creating the designs with our collaborators, and we want that joy to be passed onto our community.

Drop: 5: Hellyeahsorrymum

Underwear is about closeness. With yourself, your body, your identity. How do you want people to feel when they put on THE CHEEK?

Comfort is the baseline but more than that, I want people to feel like they’re choosing the energy they want to carry into the day. Underwear is very intimate, and it affects how you feel.

We collaborated with the LA-based designer Bailey Prado to create two very sassy, embellished styles with diamanté stars on the bum and charms dangling from the legs. There’s this quiet confidence that comes from knowing you’ve got something fun on underneath. I’d wear them on a big night out - but also a job interview.

At Fassion we’re also pushing for independent fashion to get the attention it deserves. Why do you think now is the moment for this kind of energy in the industry?

It’s a crazy time for fashion. Fast fashion is exploding while ripping off independent designers, but there also seems to be a growing fast-fashion movement and the world is waking up to it. France actually just introduced a law where fast fashion brands aren’t able to advertise which is legendary!

Supporting independent fashion has never been more important or honestly, cooler. There’s a growing shame around fast fashion, and for good reason. Shopping should feel good, and that means backing the people doing it right - not just doing it the cheapest and fastest way.

Drop 3: Tummy Ache

What’s coming next? What are you excited about over the next 3–6months?

We have some very exciting collaborations coming up with people and brands you might not expect. We’re always trying to push the boundaries of what underwear can be and who we work with.

Everything we release is made in small batches, so once a style’s gone, it’s gone for good. The best way to stay ahead of drops (and at the best price) is through our subscription.

We definitely have a few twists and surprises coming up. Hot ones, of course. :)

Check out The Cheek now on Fassion