There is a particular kind of ambition that favors velocity, scale quickly, disrupt loudly, exit triumphantly. Rhone was never built in that image. Instead, it moves more like its namesake, the Rhône River: steady, deliberate, and a reminder that strength is formed through persistence and consistency.
Founded in 2014 by brothers Nate Checketts and Ben Checketts, the brand began not with a sweeping manifesto, but with a single moment of clarity. While working at the NFL, Nate noticed a cultural gap: men had yet to fully embrace premium performance wear in the way women had. There was a gap not just in product, but in comfort, in what men felt was actually made for them. That realization became the unlikely catalyst for something far more enduring.
From the outset, the brothers were uninterested in simply launching another athletic brand. “It had to stand for something more,” Nate explains. What followed wasn’t just a product line, but a philosophy. Rhone’s guiding mission to champion Mental Fitness is rooted in the belief that how we feel and how we show up are inextricably linked, a belief system that has quietly, but powerfully, resonated.
In the early days, differentiation came down to quality. The founders, neither from fashion backgrounds, leaned into their outsider perspective, questioning everything from fabric to function; even down to the socks. Why do ankle socks slip? Could a silicone grip fix it? They tested relentlessly, working with elite athletes and refining every detail. “The customer could feel it,” Nate says.
Still, product was only the beginning. “Clothing was just the entry point,” he adds. “We wanted to help people live better, not just perform better.” That ambition now takes shape through initiatives like the “12 Pursuits,” inspired by Benjamin Franklin’s virtues and reimagined for modern life. Half focus on the mind, half on the body, but the deeper message is integration: wellness is cumulative, not compartmentalized. Each month centers on a specific pursuit, perspective, sleep, nutrition, nature, movement, learning, play, offering a practical lens for growth across different areas of life. What began as an internal framework has since expanded into a broader community experience, spanning digital platforms, retail spaces, and in-person gatherings.
That community has become Rhone’s most defining asset. Long before it became a marketing buzzword, the brand was creating spaces for real connection. Its “Mind & Muscle” sessions, pairing workouts with open, often vulnerable conversations, reflect that ethos. A women’s-only session marked a meaningful expansion. “If we were going to reach the number of people we wanted to, women had to be part of that journey,” Nate says, a realization that ultimately led to the launch of the brand’s women’s line in spring 2024.
Working as brothers has shaped the company’s foundation in ways both pragmatic and deeply personal. “Love and trust come before everything else,” Nate notes. Ben offers a more intimate lens on that dynamic: “It’s been a real pleasure watching other people discover what I’ve always known about Nate, that he’s a natural leader who genuinely cares about people.” He adds, “Our team is the beating heart of this business… nobody does more to celebrate and lift them up than Nate.” The absence of ego has created not just operational clarity, but a culture defined by genuine care and shared respect.
That steadiness has guided Rhone’s evolution. What began as a question of performance apparel has gradually expanded into something broader: how to support a life well-lived. “We think less about moments of performance and more about the practice of progress,” Nate says. Ben echoes that forward-looking mindset, noting that the future of wellness lies not in spectacle, but in substance: “I’m not talking about activations or marketing stunts… I’m talking about smaller, hyper-local gatherings that celebrate shared values.”
It’s a shift that mirrors a larger cultural movement toward authenticity. At Rhone, Mental Fitness isn’t just messaging, it’s embedded internally, shaping how the team works and how the brand shows up in the world. That same mindset is woven into the product itself. There are subtle, often hidden messages built into each piece, small, intentional details designed to encourage, ground, and keep you moving forever forward.
The brand continues to expand and will be opening a new store in the Corbin District in Darien later this year alongside its existing Westport location. Fairfield County has long been a meaningful part of Rhone’s community, and the brothers note, “We’re grateful to continue growing here in a meaningful way.”
A decade from now, the founders hope the brand’s legacy is measured not just in revenue, but in resonance. “We want Mental Fitness to be seen as essential,” Nate says, an ambitious goal, but one aligned with Rhone’s defining strength: steady, intentional progress.