SÜK throws a spanner in the work(wear) with new campaign via TABOO + Mkt. Communications
Online ethically-made workwear label, SÜK Workwear has just launched its new collection, accompanied by a new campaign via TABOO and Mkt. Communications.
TABOO has been responsible for the brand strategy, launch strategy, production of campaign imagery via influencer collaboration, production of all e-comm imagery, and facilitating the charity partnership. Mkt. Communications have supported with launch communications, providing media strategy and PR.
The stylish yet functional boilersuits, overalls, work pants and work shorts are designed to help everybody feel strong in their skin.
Celebrating all workers as worthy, the SÜK collection champions the feminine form. It was founded on the vision of giving women in physical jobs, traditionally dominated by men, with an alternative to standard issue, ill-fitting overalls and work shirts. The collection isn’t just for worksites though; SÜK provides quality, practical, ethical and stylish workwear for feminine identities from all walks of life, from tradies to creatives.
Solving a common problem for working women across Australia, SÜK was created by founder and creative director Mimosa Schmidt after she spent her twenties labouring on building sites, farms and long-haul ships. Working in uncomfortable, chaffing clothing and tough conditions, experiencing harassment, patronisation and isolation, Mimosa dreamt of designing ethical workwear that inspired confidence and broke down gender biases.
Ethics are at the heart of SÜK: the fabric is human and eco-friendly, vegan and proudly free from harmful chemicals. Each garment is crafted by two manufacturers at the forefront of ethical production practices in Pakistan and is delivered to customers in biodegradable and home compostable packaging.
A charity partnership with Melbourne-based not-for-profit The Social Studio will see $1 donated from each SÜK garment sold on a “no strings attached” basis. This is to aid young people from new migrant and refugee communities gain experience and employment in textile design, printing, construction and manufacturing.
Says Schmidt: “We are so proud to be launching SÜK, three years after our first prototype was developed in 2016. Since then, I have been working obsessively with our indispensable garment developer and Co-designer, Alison Pyrke, to get every aspect of design and production just right.
“My vision has always been to create practical, stylish and ethical clothing that harnesses feminine power. My experience working in physical labour jobs instilled in me the importance of inclusion and this was at the forefront of my mind when designing SÜK’s first collection.
“I wanted to develop garments that gave women and all feminine identities across Australia a new uniform to be our most creative selves in, so that we may realise our own power and know that nothing is beyond our capabilities”.
Prices for SÜK Workwear range from AUD $90 to $190 and sizes 6 to 24, including long and short body options. The collection is available online now at www.sukworkwear.com.au
SÜK Creative Director – Mimosa Schmidt
Alison Pyrke – garment developer and co-designer
Elliott Lauren – photography
TABOO – advertising and marketing
Rock Agency – brand design and website
The Social Studio – charity partner
3 Comments
I’ll never be cool enough to wear this stuff.
i’ve never seen a pair of overalls look so cool
These are dope. That being said, I would’ve loved to see the (honestly really good!) size range reflected in the campaign creative – “championing the female form” and “workwear for every body” falls a bit flat when everyone shown is size 6 without a lump or bump in sight. Takes it down to a C+ for me.