Sue Di Chio launched Suboo as a designer beach umbrella brand in 2007. Hailed as the must-have fashion accessory by Harper’s Bazaar, Suboo gained a fashion following of fans and the success of this simple concept paved the way for the brand’s expansion into women’s resort apparel and accessories.
2012 saw the launch of the highly acclaimed Ready-to-Wear line at Mercedes Benz Fashion Week, Sydney. Taking place on the 47th level of revolving restaurant, The Summit, Suboo took their guests and the brand to new heights. “Unexpected, breath-taking and show of the week,” said the fashion reports
A short 2 months later, Suboo was wowing the crowds at Mercedes Benz Swim Show in Miami. Unveiling their debut swim line before America’s fashion heavy-weights, Suboo was touted as the next “IT” swim brand and orders followed from major retailers including Shopbop, Revolve and Niemen Marcus.
Today, with its uniquely antipodean aesthetic, the label embodies casual chic. Suboo devotees have come to love the effortless, feminine styles that have defined the collections of kaftans, dresses, tops, pants, capes, swimwear and cocktail dresses. “We have a loyal Australian and international following who want more from us, the brand will continue to evolve and grow and I’m excited by the journey ahead”, says Sue Di Chio.
The designer captures the essence of the Suboo brand philosophy thus, “Whether by a sandy shore, sipping cocktails on a lawn, weekend wine touring or gallery exploring, Suboo collections translate the complexities of high fashion into the everyday”.
Suboo is synonymous for clean lines, original prints and designs that evoke a sense of appreciation. It is a brand that speaks to those who seek, to live this life exquisitely.