JEUDE is a bold celebration of individuality, heritage and holistic strength. Made for the woman who knows her story and wears it with quiet authority.
For founder Carla Suttor, JEUDE is more than a brand, it’s a personal reclamation of identity, heritage, and purpose.
Growing up in Tasmania during the 1980s, embracing her cultural roots didn’t always feel welcomed. But through JEUDE, those same roots are not only honoured, they’re celebrated.
The beginning of the brand found its inspiration in a moment of creative discovery - a rope embroidered bag Carla came across during her solo travels in Rajasthan. Years later, that detail became the cornerstone of JEUDE’s signature piece, the Selva Jacket, named after Carla’s mother, Selva, who migrated to Tasmania by herself at 17, grounded in the strength of her Sri-Lankan heritage.
The jacket pays tribute to a woman who carried both responsibility and resilience. Her quiet strength forms the backbone of JEUDE, anchoring it in a legacy of courage, culture, and continuity.
After stepping away from her career to raise two children, JEUDE became Carla’s return point - a space where creativity, motherhood, heritage, and identity met. A reflection of the past, grounded in the present, and always looking forward.
Never loud. Never fleeting. Only pieces to be reached for time and again
A message from the founder
From day one, I created JEUDE with one hope that women would feel more themselves in the clothes they wear. I’ve always believed in wearing clothes like armour, not to shield, but to support. To help us feel composed, grounded and ready to take on the world. JEUDE’s pieces are built with that intention, to offer strength in softness and structure that moves with you. I believe fashion is one of the most powerful forms of self expression and it should feel like yours, not anyone else's.
JEUDE exists to encourage woman to take more risks with how they dress and to show up in whatever way feels most true. My mission is simple, to design pieces that help you feel empowered in your skin and confident in your story.
Always authentic. Always evolving.
Carla x
