Suboo

Suboo is an Australian womenswear, resortwear and swimwear label founded in 2012 in Bondi, Sydney, by the designer Sue Di Chio. It grew from a beachside start into an export brand stocked by Saks, Nordstrom, Selfridges and Bloomingdale's, and was worn by Kendall Jenner and Gigi Hadid. In October 2026 the company behind it, Suboo Pty Ltd, went into liquidation.

Sue Di Chio and Bondi, 2012

Di Chio studied fine arts before she turned to fashion. According to Inside Retail she began working on the label in 2008, four years before its 2012 launch, which suggests a long period of development before the first collection reached customers. The brand was based in Bondi, the eastern Sydney beach suburb, and its range reflected that setting: swimwear, resortwear and the kind of clothes worn to the beach and back.

Suboo is sometimes credited online to Jodhi Meares. That is a mix-up. Meares founded a different Australian swim label, Tigerlily, and had no role in Suboo.

Swimwear and resortwear

Suboo's swimwear sat in the same family as lingerie in construction, with a bikini bottom built on the same pattern logic as a brief but cut and finished for water. Around that core the brand sold resortwear and broader womenswear, so a customer could buy the swimsuit and the cover-up from one label.

Australia has produced several swim and resort brands with international reach. Seafolly built a global swimwear business from Australia, and Sydney's Zimmermann moved from a market stall to the runway. Suboo followed a similar route on a smaller scale, from a local beach label to a name carried in department stores abroad.

Makers and production

The brand's journal ran a series called "Meet our makers" about the artisans it worked with. One entry described a family of knitters who had been in business for 40 years. The series presented these makers as part of the brand's story, putting the people behind the garments in front of customers rather than leaving production anonymous.

Stockists and celebrity wear

At its height Suboo was carried by Saks, Nordstrom, David Jones, Selfridges and Bloomingdale's. Kendall Jenner and Gigi Hadid both wore the brand, which gave it visibility in the US market well beyond what a Bondi label would normally reach.

Liquidation in October 2026

At a meeting on October 1, 2026, the company's members voted to wind up Suboo Pty Ltd. Christopher Damien Darin of the insolvency firm Worrells was appointed liquidator, according to an ASIC notice reported by Nine.com.au and the trade paper Ragtrader.

The company's statement cited rising operating costs, global economic pressure and changes in the international fashion and retail landscape. "The retail environment today looks very different to the one in which Suboo was built," it said.

The directors' report put the amount owed to creditors at about A$655,000, according to the Daily Telegraph as reported by Ragtrader. The largest creditors named were:

Creditor	Amount owed (A$)
Shopify	140,232.89
Wayflyer	105,162.50
DHL	60,909.31
FedEx	58,299.49
Swell Ltd	51,840.66
Dongguan P&J Clothing Co	18,253.25

The list says a good deal about how the business ran. Its biggest debts were to an e-commerce platform, a revenue-based lender and two express couriers, the costs of a brand selling online and shipping overseas. The one manufacturer on the list, a clothing maker in Dongguan, China, is owed far less than any of them. The statement gave no figure for sales or staff, and the trade reports give none. After the vote, the Suboo website was taken down and showed only a maintenance message.

Last updated October 7, 2026