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Meet Luke Ward of Susu Intimates

Today we’d like to introduce you to Luke Ward.

So, before we jump into specific questions about the business, why don’t you give us some details about you and your story.
Susu intimates started as a concept in 2016 with the idea to create an intimates label without all the frills. Being comfortable yet feeling confident was the ethos behind the label. I ( Luke Ward ) have been in the design and clothing industry since 2010 with a degree in marketing and advertising. Initially starting my first label with my brother in 2010, this label known as ‘Soggybones’ is a brand with its main market being male dominant. My brother and I own skateboarding shops in Australia and design clothing and accessories under the label. After seven years of male garment design I wanted to test myself and create something for females, I knew there were a number of intimate and underwear labels in the world, but I felt like there was room for a truly comfortable, simple, sexy and ethical brand to be introduced to the world. Susu initially launched as an online store to build its capital over the first eight months before we gained an agency in Australia. This was a self-funded brand that I launched and after six months of online advertising, building a true social media following via Instagram and not buying fake followers we had paid back the initial investment in six months and had enough to then produce another collection. We now sell in a number of boutiques and will aim to do trade shows in LA and Europe in 2020 with our first advertising run in Vogue magazine taking place in March 2020.

We’re always bombarded by how great it is to pursue your passion, etc – but we’ve spoken with enough people to know that it’s not always easy. Overall, would you say things have been easy for you?
Like any business there are ups and downs. Finding the quality control for production, cutting and sewing samples and getting the perfect fits can be tiring and being a male I can’t just throw them on myself and say yep that’s perfect hahaha I have to work closely with my talented tailors and work with models or girlfriends to make sure everything is perfect. I create everything myself from the website to running the social media, organizing photo shoots to choosing fabrics and doing dispatch. I also have a cafe, skateshop and teach skateboarding so I think juggling everything is my biggest struggle but somehow, I manage and I can definitely say it wouldn’t be possibly without my awesome staff and coaches who help in my other businesses and my supportive family.

We’d love to hear more about your business.
Susu intimates is an ethical, sustainable label that is tailored in the beautiful island of Bali, Indonesia. It is earning its name as one of the most comfortable intimate labels in the world without a ‘sell out’ mentality. Fast fashion is ruining the industry so we work at creating timeless, durable intimates that can be worn not only as underwear but as outerwear too! I am so proud of all the incredible campaigns we have done and I can’t wait to see what 2020 will bring as we launch our first print advertisements in Vogue Australia. My favorite photographer Yana Kalina is doing the shoot for the advertisement in LA next week.

What were you like growing up?
I grew up as just a little rat bag surfing and skateboarding with my brother and mates everyday. Nothing much has changed, I’m just a big kid now with a couple of grey hairs hahahaha I still try and surf and skate everyday. I always had a close eye on the skate industry and knew one day I was going to be apart of it one way or another, but I never knew I would be designing and owning a lingerie label, my mates still trip out on it as very few people know the label is actually owned and run by me and me only.


  • All items under $100

Contact Info:

Image Credit:
Photo of like ward ( skate photo ) – credit: Ben Harney, Photos of blonde model- photographer Yana Kalina, Photos of brunette model – photographer – Masha Kuprianova

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