There is nothing that The Nutritionista loves more than great sportswear, and SukiShufu is at the forefront of the sportswear revolution, making our trips to the gym ever so stylish. And we aren’t the only ones who agree, British Vogue says “Sexy and bold, Caroline White’s collection of workout clothes genuinely brings something new to the sportswear market”. We talk to Caroline White the founder of  SukiShufu on her brand, how it was born, her favourite eating spots in London and some excellent business advice. I hope you enjoy what she has to say as much as we did :)

1. Can you describe how the idea for Sukishufu first came about?

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 now could take a 90 minute yoga class. I started practicing Hatha Yoga and I loved it so much that I travelled to the USA and trained to become a qualified Hatha Yoga 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.

2. What makes Sukishufu different from other sportswear lines available?

We are the first to bring the leather look into the activewear market with our signature Suki Leatherback collection.“Sexy and bold, Caroline White’s collection of workout clothes genuinely brings something new to the sportswear market” Calgary Avansino, British Vogue.
We will continue to push design and produce pieces that are unique and that do not conform. I have also ensured that we offer options for days when you want to cover up a little more but not compromise your style along with pieces for when you are feeling pretty spectacular about yourself and want to go full glamour mode, something for everyone.

3. Where did the name SukiShufu come from?

SukiShufu is pronounced ‘sue-key-shoo-foo’. As well as being our company name, it’s also in a way my alias i guess. Suki is Japanese for ‘I like’ or ‘favourite’ and can also be a feminine name, while shufu can mean ‘mistress of the house’ or “ home maker” which was in essence my role post my banking days. We chose ‘SukiShufu’ to express independence and style – traits shared by those who appreciate what we do.

4. What’s a typical day for you?

It varies depending on where I am in as I travel often from London to Asia and the US visiting stockists and sourcing fabrics. However my day is filled with everything and anything as it is my business I want to know everything inside out so that could be meetings, design, shoots, PR, planning, visiting factories or general administration. I work long days and nights but I love what I am doing and so it is exciting rather than arduous, it does not feel like work to me. The thrill of new samples arriving or a delivery of zips can send me over the edge- I love a good zip!

5. Describe what you typically eat in a day?

Breakfast is my one constant and favourite meal of the day and if I am at home it’s usually greek yoghurt with oats, Punch Super Seeds, berries and cinnamon with almond milk but come Saturday its pancakes. Lunch depends on where I am as does dinner – sushi usually features somewhere as do eggs. I have been a sugar monster for years and so over the last year I have been “consciously uncoupling” from my sugar laced foes and I feel so good for it. I still have blow outs though when anything and everything goes – I am no saint and I love food.

6. Do you have any favourite eating spots in London?

Sitting at the bar for champagne and a seafood supper with my husband at Scotts in Mayfair is pretty hard to beat or breakfast at Kensington Square Kitchen.

7. Do you have a particular exercise routine?

I mix it up quite a bit – I practice yoga, go to the gym, take a spin class and I have been trotting (not on a horse!) around Hyde Park for years. If I get the chance/time I also love to hike around the Lake District – glorious. I have just tried my first TRX class and I am still sore days after so I am not sure yet if I will be back as I can barely walk right now.

8. Do you have any advice for young business women on setting up their own business?

Research, research, research, it is the cornerstone of absolutely everything I do and I spend hours on it thus ensuring that my decisions are well informed.

Do not sign any long term contracts or financial commitments in your first year or tie up too much capital in stock, keep a very tight reign on your liquidity.

Beg, borrow or steal as much capital as you can, whatever budget you think you will need double it.

Not all “advice” is useful or correct so try to evaluate what you think is and then use your instinct backed by research to make your decision. I was told by stockists “Patterns will never sell, people don’t like bright patterns” and “The black gloss and leather is too sexy, women won’t want to wear that to the gym” – these styles are our two best sellers.

You will have some crushing lows and heady highs and at times you will wonder if it’s all worth it.

Don’t give up, keep at it stay focused and try not to get too despondent, take a day off if you can, regroup and then begin again.

Finally never work with or for assholes, you don’t need them in your life and definitely not in your business.

*Suki Silverback collection is available exclusively at Harrods

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