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 or geeky 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!
Oi Tom you chief! Stop chiefing it up yeah?
A: "I am goblinbasher in world of wizards at gamesworkshop"
B: "You are nuffbare chief!"