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  • 'Bro' culture has a soft spot for short shorts
  • 'Bro' culture has a soft spot for short shorts
    Chubbies (2015) ©
CASE STUDY

Chubbies: a start-up brand for the neo frat boy

Anyone who’s seen an American college movie is familiar with the stereotypical frat boy; excessive boozing, scantily clad sorority girls and fierce camaraderie define him. It’s nostalgia for such ‘bromance’ culture which is the driving force behind San Francisco-based shorts brand Chubbies. But how did these tiny shorts manage to unite a ‘bro’-based style cult?