Together with his brother, Ben Checketts co-founded Rhone, an athleisure wear brand inspired by the quality of Lululemon and the urge to craft a stand-out label for men. 

The brand is driven by the pursuit of mental fitness and Ben’s philosophy on branding is both refreshing and insightful. 

We talk about naming, focus groups, how brands are shaped yet set free – a lot like children are being raised – and why Rhone's Co-Founders bought out their investors to see through the next chapter of the fast-growing clothing brand.