A chief is an uncool person. A person who might shame you up if you went out to a party with. A chief is someone who might wear distressing attire or carry on in a nerdy
manner. The chief is more than this though, sometimes related to a fool
a chief can always be relied on to 'chief' it up.
Chief is often accompanied with a modifyer:
The living chief
I've even heard it said with an affected air:
You absolute chaif!