We had the good fortune of connecting with Luke Ward and we’ve shared our conversation below.
Hi Luke, what do you attribute your success to?
Firstly you have to understand what Success means to you and your company. To me, monetary success is a base reason behind creating a brand. We all create a brand to hopefully make a profit right? But besides the dollar signs, i feel the most important factor behind the success with Susu Intimates lays in the development and creation of the product. Developing a product that stands the test of time is our aim, but it had to also be extremely comfortable, stylish and durable. In a world filled with fast fashion, Susu aims to slow that process down, we want females to have underwear that lasts, and that doesn’t just end up as landfill in a few months. We hand pick all our fabrics, use only the best elastics and Jacquard production for a longer lifespan and try and use ribbed cottons as they are stronger and hold their shape and fit for a much longer period of time. My success also lies heavily with my amazing production team. I work out of an incredible factory in Bali, Indonesia. Indra is the main reason why the products under the Susu Label are of such quality. Her attention to detail, ethical trade processes and communication skills in making things the right way once help a great deal. I create cuts and designs, and she then turns them into reality. Without her, and her team of tailors, i would still just have sketches and ideas on paper. Susu has a long way to go, and i feel that it will reach a wider global market in the years to come, but for now we have kept our production low, our quality high and our impact on the planet at a minimum. If your reading this, please choose wisely with your purchase decisions in 2021 and into the future, the success of any label or individual means nothing if we cannot sustain a healthy life on planet earth.
Can you open up a bit about your work and career? We’re big fans and we’d love for our community to learn more about your work.
From a young age i was always surfing, skateboarding and drawing. I feel these three hobbies became the trinity behind my life and still are to this day. They have helped shape me as an individual and have been the driving force behind my career in everything i do. They each represent a part of me and what i now do. Surfing keeps me active, healthy and in a subculture that heavily depends on the environment so it has taught me how to respect our planet in a great way. It is why i focus on creating sustainable products for Susu Intimates, i want the planet to remain as pristine as it can for future generations. Skateboarding is my true passion, the creativity and unique approach each person can have while skateboarding just excites me a great deal. I love the industry and it keeps me designing and developing every single day. My ability to stay focused and push past the hard times and barriers in business i credit to skateboarding, it has taught me how to take the falls, get back up and keep going. Drawing ignited my passion to create and design. I always had a drawing pad ( thank mum and dad ) i studied art through schooling and then applied that to graphic design and learnt how to create garments in my own time. Today i still try and look at life as that kid who was surfing, skateboarding and drawing…. sadly, reality does kick in and i have responsibilities now. I do suffer from stress and i find it hard to switch off and give time to my loved ones as work can consume me, but i am getting better at managing that. Getting here has been enjoyable, but far from easy. I want the world to know that your hobbies, your core foundation should be the focus and driving force behind anything you set out to achieve or create. Susu Intimates is my brand, but it is for females, so many ask how it reflects me or the hobbies i have. I answer that by stating- its morals and its ethics are connected and thats what i want people to see in my story.
If you had a friend visiting you, what are some of the local spots you’d want to take them around to?
A beach that had waves, a skatepark and anywhere with pizza, beer and a good view!
The Shoutout series is all about recognizing that our success and where we are in life is at least somewhat thanks to the efforts, support, mentorship, love and encouragement of others. So is there someone that you want to dedicate your shoutout to?
My shoutout goes to INDRA and my incredible balinese tailors. They are the soul reason why Susu Intimates has such incredible garments. I must also thank my parents, and my initial Business investor who helped me fund this project – David Brierly. He gave me the advice that everyone in the world at some stage will wear socks and jocks hahah. I also want to thank the beautiful boutiques that stock our label, our agencies and all the photographers, models and customers of Susu Intimates. If you want to stock susu please email reach out to us via our socials – @susu_intimates. I also would like to thank those who doubted me, i would be one of few males in the female under garment industry. I definitely fly under the radar in the industry due to predominantly being known for my other business that i have with my brother – Soggybones. A skate and lifestyle label. I learnt a lot of my business knowledge in this business and decided to create Susu so i could learn to understand a market that was not so male orientated.