Sported by celebrities like Matthew McConaughey and Bradley Cooper, Rhone is known for its flexible Commuter Pants and button-downs that free you from trips to the dry cleaner for good. Yet, the performance-inspired company isn’t just about apparel; Rhone proudly identifies as a “wellness brand that just so happens to sell clothing.” Founded in 2014 by brothers Nate and Ben Checketts, Rhone caters to an audience beyond traditional athletes, attracting buyers that want to look and feel great in every moment—from a demanding workday to 18 holes and beyond.
“Ben is more creative about clothing and I’m the natural entrepreneur,” Nate says. “So when this idea began to form in my mind while I was working at the NFL, he was the thought partner. Ben was working at the former Learfield IMG College, so we would spend our commuting hours, nights, and weekends talking about what’s missing in the market and what a brand could look like.”
Having run a lucrative sports camp in their backyard throughout high school, the Checketts brothers seized the chance to re-enter the world of entrepreneurship. The pair observed that menswear clearly fell behind the womenswear industry, which emphasized innovation, high-quality materials, and consumer relationships. Whether it was the commuter braving the weather on their way to the office, the busy parent squeezing in a workout during naptime, or the dedicated golfer, Rhone aimed to be a brand that resonated with all walks of life.
“Wellness has been a journey for me so it was important to highlight that mind and body connection,” Nate says. “Mental fitness is not only about preparing for a crisis; it means daily maintenance, building resilience, and having that storage to draw from. We wanted to build a clothing brand that would help you do that.”
After 18 months of dedicated development, the brothers’ vision swiftly gained momentum. A surge in post-launch sales, boosted by a feature in The Wall Street Journal, propelled them to fully commit to their project. Nate highlights this article as Rhone’s “defining brand moment,” prompting Ben’s relocation to Connecticut, the establishment of an office, and a concentrated effort to get product into as many hands as possible.
“Word of mouth was our only form of marketing at first,” Nate recalls. “We couldn’t afford models, so we modeled our own products. Ben and I have always been scrappy and were hyper-focused on having the best product in the market. It was when celebrities started showing up in the media wearing Rhone, without being sent or paid to wear it, that we knew we were making a great product.”
As with any new venture, some aspects of the brand flourished while others were slower to gain momentum—notably the early popularity of the Commuter Pants while the complementary Commuter Shirt required some more innovative marketing. At the time, Nate was training for the London Marathon and recalls a conversation with the brand’s head of finance who suggested he compete in the shirt to showcase its capabilities.
“My first reaction was that it was crazy, but I had a 14-mile training run scheduled the next day, and decided to just put it on,” Nate says. “I remember thinking miles in, ‘Wow this shirt might be the best shirt I’ve ever run in.’ Cars were honking and people were asking why I was running in a button-down. I ran the London Marathon in the shirt and it turned into a marketing moment. Sales picked up by 300% and it’s still one of our best-selling products.”
Given their affinity for the unconventional, it’s not surprising that the Checketts brothers are now making a bold foray into womenswear with their East Coast-inspired line. Nate reveals that he was apprehensive about entering the competitive space, but entrusted the project to their chief product officer—best known for building Athleta from the ground up and eager for another opportunity. After 18 months of creation, extensive wear-testing, and feedback loops, the collection exceeded all expectations.
“The women this is developed for are powerful and capable and it would be an insult to design something for a single workout modality,” Nate says. “The cherry on top was that LPGA approached us when they saw the line. We couldn’t be more thrilled about our launch and this distinct honor.”
Despite Rhone’s immense growth in the decade since the brothers turned their side hustle into a dream career, Nate says their brand goal remains simple: to motivate a “Forever Forward” lifestyle through performance-inspired clothing that supports the diverse goals of its wearers.
“ When you have a 50-year mindset, you take care of your vendors, team, and customers in a way that reflects that. ”
“In a way, it’s been a love story, as cheesy as it is to say,” Nate says. “People warn you about going into business with family, but Ben and I are proud of the way we live out brotherhood and I’m grateful to have him along for the ride. When you have a 50-year mindset, you take care of your vendors, team, and customers in a way that reflects that. Even ten years later, I’m more excited about Rhone than when we started. That’s pretty rare and we can’t wait to see all we’ll accomplish in this next decade and beyond.”
