Origin: Vancouver/West Vancouver/Whistler/North Vancouver area in Canada
used by people associated with snowboarding and or extreme outdoor sports.
meaning: similar to "chach"; is a person who follows trends and wears expensive trendy clothing but comes off as a douche bag and is chauvinistic. Tends to be loud and obnoxious, likes to show off, but is characteristically naive, immature, self-important, and sleazy.
chez la bros like wearing lacoste and other trendy name-brand clothes and are brand conscious. although they may appear clean cut and are well-groomed they give off a sleazy air.
Dude, don't pop your collar: you look like a chez la bro.