The End of SUAVE
Perth-based activewear brand SUAVE has officially announced its closure, marking the end of a business venture that found itself at the center of a global social media firestorm earlier this year. Founders Connor and Chloe Wright confirmed the decision in an Instagram video posted on August 12, 2026, citing a combination of long-standing financial difficulties and the intense fallout from a controversial video.
The controversy ignited when Chloe Wright posted a video on her personal TikTok account that appeared to mock a stranger’s rowing technique at a gym. The footage drew immediate, widespread condemnation, sparking a wave of online scrutiny that quickly transcended the digital sphere and impacted the founders’ personal lives.
Personal and Professional Consequences
In his announcement, Connor Wright, a former FIFO (fly-in, fly-out) worker, detailed the severe repercussions the incident had on his family. He revealed that the backlash included death threats and messages threatening to petrol bomb their home. Furthermore, the public outcry reached his place of employment, resulting in his termination.
“I handled that situation f****** terribly,” Mr. Wright admitted in the video. “I reacted really, really poorly and I definitely agree that I could have done that better.” He emphasized that while the public had a right to be upset, the escalation to threatening their physical safety and livelihood went beyond acceptable boundaries.
Business Viability and Debt
While the viral incident accelerated the brand’s decline, Mr. Wright clarified that it was not the sole factor in the decision to close. He acknowledged that SUAVE had been struggling financially well before the controversy. He cited poor business decisions, including an over-reliance on TikTok as a singular marketing channel, which failed to generate the necessary reach to sustain the company.
“I’ve only focused on marketing SUAVE on TikTok and it wasn’t reaching enough people,” he noted. “I’ve made a lot of business mistakes and I’ve made a lot of personal mistakes in the last six months.” The brand is now liquidating remaining stock at cost in an attempt to recoup investments and mitigate the debt accumulated during its operation.
A Cautionary Tale
The closure of SUAVE serves as a stark example of the volatility inherent in influencer-led business models. The intersection of personal conduct and brand identity meant that a single lapse in judgment on social media had the potential to dismantle the couple’s professional efforts. As the couple prepares to shutter the business later this year, the case continues to generate discussion regarding the permanence of digital footprints and the real-world consequences of online behavior.