Rhone

About Rhone

Rhone is a performance lifestyle apparel company that carved out a niche in the premium activewear market by focusing on men. Founded in 2014 by brothers Nate and Ben Checketts, along with Casey Edgar, Kyle McClure, and Carras Holmstead, the company was established to fill a perceived gap between mass-market athletic brands and high-end niche labels. The founders, particularly Nate Checketts, identified an opportunity to serve a demographic of active, sophisticated men who wanted versatile, high-performance clothing that was also stylish and understated. Nate's background includes work with major technology and sports entities like the NFL and Cisco, and he had launched several companies before Rhone. His brother and co-founder, Ben Checketts, serves as the Creative Director, leveraging his experience in marketing at IMG College and a Master of Management Studies from Duke's Fuqua School of Business to shape the brand's identity.

Rhone operates a direct-to-consumer and wholesale business model, generating revenue through online sales, physical retail stores, and partnerships with high-end retailers and fitness centers. Initially launching as an e-commerce-only brand, Rhone quickly expanded its distribution. By 2015, its products were available in retailers such as Bloomingdale's, Nordstrom, and Equinox fitness clubs. The company has pursued an omnichannel strategy, combining its online presence with physical pop-up shops and a growing number of permanent retail locations to enhance customer experience. Financially, Rhone has secured significant funding over several rounds, including a $5 million Series A in 2015 and a total of $33 million by 2022 from investors like L Catterton and notable figures from the sports world. A key financial milestone occurred in July 2022 when the company bought back its stake from private equity firm L Catterton, signaling a long-term, mission-driven growth strategy.

The company's products are known for their integration of material science and textile technology. Rhone uses proprietary fabric technologies like GoldFusion, which infuses gold particles to combat odor, and SilverTech, which uses silver threads for their antimicrobial properties. These technologies are designed to create apparel that is moisture-wicking, durable, and comfortable. The product line, which originally centered on men's activewear and commuter apparel, expanded to include a permanent women's collection in April 2024. A notable offering is the Commuter Collection, featuring items like dress shirts and pants designed with performance fabrics that offer stretch and wrinkle-resistance. In a move to further personalize its offerings, Rhone introduced a made-to-measure service in May 2024, using 3D technology to create custom-fitted shirts.