Meet Chiara Lupone, the Founder and Creator of Melbourne-based brand She Wolf Co. Launched in 2021, the brand's core is in the unique knitted designs that make for elevated resort-wear to transport you to a Mediterranean dream. Get to know Chiara and the story behind how she's built her brand and the milestones she's reached in the process.
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Why did you start your business?
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I grew up spending much of my spare time on a sewing machine making myself an outfit for the upcoming weekend. Creating pieces for myself was always ‘just a hobby’ until I realised it wasn’t and it was much more than that. I started She Wolf because I personally admire the slow fashion space and believed I had something different to offer.
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Is there a meaning behind the name She Wolf Co?
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My family name in Italian translates to ‘Wolf’
To me, a Wolf symbolises confidence and strength. I want women to feel empowered when they wear a She Wolf garment.
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Where does your brand inspiration come from?
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I get most of my inspiration from fabrics, textures and colours I see in nature. The sampling process also sparks new ideas which is usually unexpected and my favourite part.
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What were you doing prior to starting She Wolf Co?
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I have held onto a corporate role as I like to keep myself busy. I think it’s the perfect balance for me right now, it can get crazy at times but I love it and I can’t wait to see where the brand takes me.
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Who is your style icon?
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I can’t fault Hailey Bieber’s style at the moment
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Dream travel destination?
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Japan. Fresh sushi everyday please.
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Biggest brand milestone?
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So many have happened along the way from spotting my personal favourite influences in my pieces to customers placing their 4th order. I’m just so grateful for the small things as they really do add up.
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Favourite piece you've released ?
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The Knitted Singlet Top for sure in the colour Magenta.
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Typical day in your life?
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Not every day is the same but a busy day would start with a gym session or a walk to grab a coffee.
Replying to dms and emails
Packing any orders from the night before
A meeting or call with my manufacturer to discuss anything stock related
If I have time the afternoon would be free to create (new designs / content )
Cook dinner and wind down for the night
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Biggest lesson learnt from building your own brand?
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Quality over quantity always.
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Advice to someone starting their own business?
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Slow down and enjoy the process
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A quote you live by?
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Que será, será - whatever will be, will be
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