CHET, a hair care brand for mature men, was born at the suggestion of Atsushi Momiyama, owner of Daikanyama's barber shop, "Barber MOMIYAMA," a barber and hair and makeup artist.
The impetus for product development came from Momiyama's own dissatisfaction with hair care products sold domestically. He always purchased them overseas, but one day he realized that "overseas products can only be fully appreciated when used overseas."
So, Momiyama decided to create his own products. His goal was to create a "Japanese gentleman" who embodied two philosophies: "an English gentleman who enjoys his own style" and "an Italian gentleman who cherishes the woman beside him." He first incorporated the image of a "suited, tea-sipping English gentleman" into the shampoo with the scent of Earl Grey tea, and then used the scent of Sicilian lemon in the conditioner and wax.

Furthermore, they paid particular attention to foaming and packaging design, completing a lineup that stands out from existing hair care products in both usability and appearance.

The person they relied on when coming up with the design was stylist Tomoki Sukezane. The bottles of the products, named "JOHN SHAMPOO," "STEVE CONDITIONER" (both 1,800 yen for 120g, 3,700 yen for 500g), and "ALEX WAXX" (1,900 yen for 120g), feature the words "I AM JOHN," "I AM STEVE," and "I AM ALEX," respectively. Momiyama and Sukezane confessed that they "selected the names from dozens of candidates." The gels and greases also have unique names, but in fact, each is borrowed from famous people such as artists.

Moreover, the name "CHET" was apparently decided upon in the same way, but they didn't reveal who they had in mind when they named it, hinting that it was Chet Baker, saying "You'll know because there's no one else like him," but then brushing it off lightly and leaving the press in a daze. From the way the two remained completely natural despite it being a new product launch event, it was clear that this is a hair care brand for "playful" adult men.