CHETANE is an independent menswear brand
that explores how masculinity shapes the emotional and social realities of contemporary youth. Founded by designer Chet Jiajun Lin, the brand extends from his long-term observation of identity, silence, and internal conflict—shaped by growing up in China and working across different cultural and social systems.
Chet holds an MFA in Menswear from Westminster University. He specialises in transforming cultural research into visual and structural design languages, bridging creative concepts with technical execution. His work reflects a strong sense of self-direction, systematic thinking, and a balance between narrative, functionality, and market relevance.
CHETANE focuses on the quiet, often unnoticed states that define youth culture today: confusion, pressure, restraint, and moments of vulnerability that rarely find clear expression. These experiences may not be verbalised, yet they surface through what people wear, how they move, and how they hold themselves. The brand is not based on a fixed aesthetic, but develops through ongoing reflection and lived experience.
CHETANE draws from workwear, streetwear, and protective garments, employing deconstruction, dislocation, structural contrast, and material tension to construct garments with a quiet but unrelenting pressure.
Never loud, always present.