September 2011
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By donating half its profits to help young people growing up in poverty, LUTA is a sportswear brand with a difference, says Eilidh Wagstaff
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Roberto Custódio wears LUTA
Fernando Young
'In my favella, you start fighting the day you're born,' says Roberto. 'I never quit, real strength is sacrificing everything for a dream only you can see.'
In the corner of LUTA's new pop-up store in Covent Garden there is a screen playing the brand's promotional video starring Brazil's national boxing champion Roberto Custódio. This young boxer is undoubtedly the perfect ambassador for LUTA, an urban sportswear brand with a genuine social mission. It shares half of its profits with Fight for Peace, a charity that promotes the use of martial arts and boxing, in combination with education, to help mentor and support young people living in areas afflicted by poverty and violence.
The charity is currently working with youngsters in Brazil and East London and there are plans to potentially set up more LUTA training academies worldwide.
LUTA's clothing collection is compromised of three main ranges: urban street wear, gym apparel and professional fight wear. The label's casual t-shirts, which feature illustrations by designers from Rio's favellas, are particularly striking. Their 'pro' range has been created by fighters for fighters and includes lightweight vests and shorts, both of which are laser-stitched to make them ultra-durable. The hoodies in LUTA's 'training' range start at £85, tracksuits at £65.
The LUTA store itself has been designed to reflect the vibrancy and colour of Brazilian street culture. Photos taken by the social activist and photographer Bira Carvalho line the walls, and there's a micro gym in situ. Customers are encouraged to undertake the 'Real Strength Challenge' and see how they fare tackling the shop's punch bag and speedball. The store manager admits he performed pretty poorly in the challenge; but for those who feel they can do better, the three best competitors each month win a LUTA t-shirt.
Fans of combat sports can also sample boxing and Muay Thai master-classes taught by LUTA champions, in store up until mid-October, when the shop is due to close.
LUTA, Unit 15/16 Thomas Neal's Centre, 35 Earlham St, London WC2H 9LD; luta.co.uk. LUTA clothing is also stocked in Suka (sukasport.com).
Read more about Luta and Fight for Peace in Rio: Fight for peace.
