It’s rare to find workout clothes that can easily go from day to night. Much of the time, leggings are black, boring, and dull. However, Caroline White, the Creative Director of SukiShufu, has reinvented the closet staple. SukiShufu’s leggings are chic, flattering, and fun and can double as an amazing pair of pants. I have always wanted to talk to Caroline about her incredible creative vision, and I am honored to feature such an inspiring designer and entrepreneur on The Zeitgeist this month. In this interview, Caroline discusses everything from the story behind the brand’s unique name to her personal style icon to the biggest challenge she encountered when starting her own business. SukiShufu is by far my favorite brand of the moment, and I am so excited to share Caroline’s story with The Zeitgeist’s readers.
When did you realize you wanted to start your own business? What inspired you?
I was made redundant from Lehman Brothers in the financial crisis of 2008 when the bank went into administration. I had been in banking in London for over 16 years prior to that. I had so much time on my hands as I hunted for a new position in a very difficult market that I could take a 90-minute yoga class. I started practicing Hatha Yoga, and I loved it so much that I travelled to the US and trained to become a qualified instructor. It was in these classes that I came up with ideas for products and clothing that I wanted but couldn’t find. Everyone seemed to be wearing the same conservative “uniform” to class from one or two well-known labels, and I didn’t want to wear the same stuff.
You worked as a banker for several years. How did your past business experience help you launch SukiShufu?
In every single aspect of the business – apart from design.
How did the name SukiShufu initially come about?
SukiShufu is pronounced sue-key-shoo-foo. As well as being my company name, it’s also in a way my alias, I guess. Suki is Japanese for “I like” or “favorite” and can also be a feminine name, while Shufu can mean mistress of the house or home maker which was my role post my banking days. I put the two words together and created SukiShufu. The name had meaning behind and, along with being unique, it has a Japanese feel to it.
Where do you find inspiration for your designs?
It’s always a surprise; you just never know where it’s going to come from. A barista’s leather apron straps, a belly dancer’s costume, the color combination on a boxer’s shorts, or a pattern on a friend’s decorative marbles in his New York apartment. It’s exciting when these little details come together. I choose very simple but proven styles that are exquisitely cut, and then it’s the fabrics and the details that I add that make SukiShufu unique. I love mixing texture and finish and introducing new fabrics to my collections.
What was the biggest challenge you experienced when starting your own business, and how did you overcome it?
Delegating. It took quite a while for me to relinquish some control of the daily operations of the business, so I was pretty much doing everything myself. Hiring and hiring well is so important in growing your business. You have to invest in the right people and train them well so that you can confidently start handing over and sharing the load.
I truly feel like a superhero when I wear SukiShufu’s silver leggings. What’s your favorite way to style them?
These leggings are so striking– you really want to let them be the star of the show. I like to style them with a white t shirt, my Chanel high tops, and my black Balenciaga leather biker jacket– urban luxury.
Who is your personal style icon?
Daphne Guinness! I’m obsessed. The first image I saw of her was years ago she was at fashion week wearing a mickey mouse tee, a top hat and some leather pants. I thought she is so incredibly cool– I want to be like her! Daphne has previously sold pieces from her wardrobe at auction to raise money for charity, and I managed to purchase a black Lanvin coat of hers. When it arrived, it had a used cocktail stick in the pocket! I can only imagine what fabulous party she was at in my new coat. She is totally invested in fashion. She is a dream in couture, she celebrates the avant-garde– a risk taker who speaks volumes through her wardrobe.
What piece of advice do you have to offer to young entrepreneurs?
Keep an eye on your work-life balance. Your new venture is very exciting but try hard no to burn the candle at both ends or you will burn out. I am still trying to get this right much to my husband’s dismay. Switch off, turn off and recharge. You will make better decisions with a clear, fresh mind.
What’s next for you?
We will continue to grow the brand internationally to new destinations, which is very exciting. We are also investing further into our e-commerce platform investing in new tech to increase our brand awareness and accessibility to our customers.