Word commonly to address a male stranger. Also can refer to 'townies' driving round in their souped-up Saxos, etc with added cunt kit, as the noise of the bass of their music through their super-woofers sounds much like a repetition of 'chief'.
See also mush.
"Busy tonight chief?" (to taxi driver).
"chief chief chief chief chief" repetitive bass sound from passing cunt-kitted car.
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