Luta clothing brand launched- 19 May 2011 00:00:00
LUTA clothing, a new collection of fightwear and streetwear clothing, has been launched at the King’s Road Sporting Club in London by Fight For Peace CEO Luke Dowdney.
The clothing line is the next step for UK native Dowdney, who founded Fight For Peace in 2000 while in the favelas of Rio de Janeiro.
50% of the profits from the clothing range will go towards helping children fulfill their potential.
The non-profit organisation uses boxing and martial arts combined with education and personal development to realise the potential of young people in communities that suffer from crime and violence.
It has helped thousands of young people become champions both inside and outside the ring.
After making true impact in Rio, Fight for Peace now also works in East London to help young people avoid the dangers of gang violence and live positive, successful lives.
Commenting on the launch of the clothing range at the Fight for Peace Academy in North Woolwich, Dowdney said that a key reason for founding LUTA was ‘to pay homage to the positive energy in the favelas and the real strength I’d witnessed training young champions there [in Rio de Janeiro] since 2000’.
‘I also wanted to support those young champions and others like them around the world that suffer from crime and violence, by providing Fight for Peace with a profit share in the company. Over-polished stories of sports celebrity are everywhere; LUTA is about a real story of real strength’.
The word LUTA in Portuguese means to fight, to struggle, to never give up, and is the inspiration behind its genuine social mission; to share its profits equally between its shareholders and Fight for Peace International.
Also at the launch was brand ambassador and actor Idris Elba, who announced that he would return to the ring in eight months time, to raise money to build a hospital in Sierra Leone.