Australian activewear label SUAVE closes after viral gym-shaming controversy

SUAVE, an online activewear business started by Connor Wright and his wife Chloe in Perth in 2023, will close its doors later this year after a viral Snapchat video sparked a storm of online outrage. The clip, which showed a gym patron on a rowing machine and carried a caption mocking his technique, was deemed by many as "gym shaming" and resulted in death threats, including threats to bomb the couple's home. The Wrights issued a public apology in May, acknowledging they had handled the situation poorly and crossed a line.

In addition to the social-media fallout, the brand had been struggling financially, relying heavily on TikTok marketing that failed to reach a broad audience, and Connor was recently dismissed from his FIFO position. The combined pressures on their mental health and the brand’s viability prompted the decision to shut down, a move confirmed via an Instagram post thanking supporters.