Cheeky move pays off as Durbanville man’s underwear gamble becomes a hit
Rudi Kriel, 28, holding up a pair of his Cheeky underwear. He says SA men deserve better than boring, hole-ridden pairs worn well past their expiry date.
Image: Henk Kruger/Independent Newspapers
A Durbanville man has taken matters into his own hands after growing fed up with SA men dropping the ball when it comes to their underwear.
Rudi Kriel, 28, said too many men were walking around in boring, hole-ridden pairs that should have met the bin years ago — with a fresh pair only ever showing up once a year, stuffed inside a birthday bag.
"My fellow gents deserve better than that," Kriel said.
"You have a pair of underwear for years, holes start forming, it becomes uncomfortable... but you still do not throw it away."
After a night out with friends about two years ago, during which the sorry state of men's underwear came up over beers, Kriel decided to do something about it and create quality underwear himself.
He flew all the way to China to find the right material for the job.
"I returned home with two big suitcases just full of the same pair of underwear," he said.
"It was quite hilarious."
One thing led to another and Cheeky was born — a monthly underwear subscription service delivering a fresh pair every month.
It is a long way from his first delivery job.
The Cheeky waistband up close, complete with a small South African flag. Kriel says the brand is made for South Africans, by South Africans.
Image: Henk Kruger/Independent Newspapers
As a teenager growing up in Durbanville, Kriel delivered the Cape Argus around the neighbourhood.
Now, he is featured in the very same newspaper he once delivered, for launching a business that in a short amount of time has already signed up more than 120 monthly customers nationwide.
"It is a full-circle moment, one might say," Kriel, a Stellenberg High alumnus, said.
"As a laaitie, I was always looking for ways to make an extra buck.
"I did odd jobs on the side, including selling the Argus.
"I made the decision in school already that I really want to have my own business one day."
After finishing his studies he went to work at a local tech company, starting at age 23.
But five years later, a night out with two friends, one being Christian Jordaan, would change everything.
"We chatted about men's underwear and why it was so dull and so poorly made," he said.
"You go buy underwear and they'll have a black pair, a blue pair, and one with stripes... it is just so boring.
"So then after that beer I told them 'hey guys, I think there's a business here... I think we can do something really cool'."
They agreed.
And so with their backing, including financially, they got to work.
"We kind of scoured the globe for suppliers of underwear and designed underwear that's made for that SA ass," Kriel said.
"So it is really for South Africans, from South Africans."
The supplier was based in China.
He immediately booked a flight and flew there himself.
Back home, the team handed the pairs out to anyone willing to take one, gathering feedback on what people liked and what they would change.
"People loved it and so we made the call that we're going to go for this thing."
It still took another six to seven months of refinement before they were ready to sell.
In August last year, Kriel handed in his resignation and went all in on Cheeky.
"Obviously being an entrepreneur, it's very volatile and there's a lot of risk to it, but I just love what I'm doing," he said.
"I love that people are resonating with the brand and really buying into it."
The membership launched two months ago.
Members receive a new pair every month, with a different design and theme each time, with brand collaborations already being lined up.
"It's almost like a gift you get every month," Kriel said. "
"You're not entirely sure what it's going to be like, what it's going to look like."
The target for this year is 500 members nationwide, with shipping already covering the whole country.
A women's range is on the cards too.
"I think we will start looking at the ladies towards the end of next year," Kriel said.
About 10% of Cheeky's current members are women, most signing up on behalf of the men in their lives.
"They are usually the ones in charge of buying underwear," he said.
As for the name, Kriel wanted something fun and attention-grabbing without boxing the brand in.
"It ties in with our humour and how we see things and how we want the underwear to be seen, making it less of a taboo thing. I feel like no one talks about it.
"And then cheeky — butt cheeks, it kind of links in."
He said his wife, Amy, was his biggest supporter.
"She is an amazing person and is so supportive," he said.