top of page


woman wearing t shirt

In the world of fashion, listening to your customers is often the key to success. And Sophie Doyle, founder of The Fable, understands this principle well.

Recently, she shared insights into the inspiration behind her brand's new luxe silk t-shirt line and its remarkable journey to success.

Her fashion journey began with a simple idea: creating machine-washable silk shirts that look perfect with a business suit or jeans. This idea has led to a $4.5m business.

The decision to launch the t-shirts was driven by customer demand. Sophie explains: "This is how we make decisions around nearly all product and new colour launches, as many of our customers are repeat buyers, so we want to ensure we provide what they want."

The Fable's corporate clientele was clamoring for a round-neck silk tee that could seamlessly transition from casual to formal wear, so Sophie and her team set out to create a versatile piece that would meet their customers' needs.

One of the distinguishing features of The Fable's silk shirts is their easy-care and low-maintenance nature.

Sophie said: "We use the same fabric across all our ranges. All easy care and low maintenance as who has time to dry-clean! Plus it is expensive to dry clean your shirts every time you need to."

Reflecting on the success and growth of The Fable, Sophie said:, "Whenever you launch something that is your own, when people who you don’t know buy it, it’s such an amazing feeling.

"You know your family and friends will support you, but the true test is what random people think and their purchase is the ultimate vote of confidence."

Currently, The Fable's luxe silk t-shirts are available in black, white, and navy staple shades. However, Sophie plans to introduce more colours based on demand.

Sophie's journey from a corporate career to founding The Fable is one marked by passion, perseverance, and a commitment to customer satisfaction.

With a focus on creating timeless, trans-seasonal pieces, The Fable has earned a reputation for delivering high-quality silk shirts that cater to the diverse needs of its clientele.



Gift Card Store.png

Top Stories

bottom of page