Activewear Empire in Tatters: The Dark Side of Social Media Fame as Suave Closes Its Doors Amid Death Threats and Financial Ruin
- Australian activewear label Suave is shutting down after a tumultuous year marked by a viral gym video scandal, death threats, and financial struggles.
- Founder Connor Wright revealed the business was in debt and had been struggling before the scandal, but the fallout made it impossible to continue.
- The couple at the centre of the storm, Connor and Chloe Wright, faced intense backlash, including harassment, threats, and loss of livelihood.
- The saga highlights the perils of social media fame and the blurred lines between personal conduct and company reputation for small business owners.
It’s a cautionary tale of how quickly social media fame can turn to infamy, and how the consequences can be devastating. Australian activewear label Suave, once generating $60,000 a month in sales, is closing its doors after a year of turmoil.
The final blow came after a viral video filmed by co-founder Chloe Wright sparked outrage and death threats, ultimately forcing the couple to abandon their business.
Connor Wright, Suave’s founder, announced the closure in an emotional video, revealing the business was already struggling financially before the scandal. The couple’s personal lives were also in flux, with a wedding, home renovations, and Connor’s FIFO job leaving little time for the business.
Despite this, Connor took full responsibility for the mistakes that led to Suave’s downfall, including relying too heavily on TikTok for marketing and not investing enough time in events and in-person promotion.
The controversy surrounding Suave began in May when Chloe posted a video of a stranger using a rowing machine at the gym, captioned “Turns out me and Emily have been doing the rower wrong all these years.” The post was met with widespread criticism, with many arguing it was inappropriate to film and mock a gymgoer.
The incident tapped into broader anxieties about gyms as intimidating spaces, and the backlash was swift.
Fitness personality Joey Swoll, known for calling out poor gym etiquette, led the charge, saying, “A grown woman doesn’t know better than to film strangers in the gym to post online and make fun of them.”
The fallout was intense, with Connor and Chloe facing death threats, harassment, and threats to petrol bomb their home. Creators working with Suave were targeted, customers were criticised for sharing their orders, and the brand’s content was repeatedly reported.
The experience took a toll on the couple’s mental health, with Connor admitting it affected their sleep and fundamentally changed how he felt about the company.
Analysis: What This Means for Australia
The Suave saga highlights the perils of social media fame and the blurred lines between personal conduct and company reputation for small business owners. In Australia, where social media plays a significant role in shaping public opinion, the consequences of online outrage can be severe.
The case raises questions about the responsibility of social media platforms in policing online behaviour and protecting users from harassment and abuse.
Security analysts say the incident also underscores the importance of online security and the need for individuals and businesses to be aware of the potential risks associated with social media use.
“The Suave case is a stark reminder that online actions can have real-world consequences,” said one expert. “It’s essential for businesses to have a robust online strategy in place to mitigate the risks associated with social media use.”
As Suave prepares to close its doors, the couple intends to remain online and document their next chapter. Connor’s advice to aspiring entrepreneurs is blunt: “Don’t put all your eggs in one basket.
Don’t overcomplicate your first business, and your business is going to need all your time, passion, and attention. You’re gonna f**k things up, just take the lesson and do better next time.”
