LUTA's social enterprise model recognised by JWT

LUTA was recently featured by JWT in reference to its Social Good report, which documented the rise of social enterprise within the business world. In the report, JWTIntelligence, a trendspotting offshoot of the global marketing communications brand JWT, discuss the various ways in which organisations call on business means to achieve philanthropic results, and put forward LUTA as a very interesting example of this trend. Indeed, it is well documented that the current generation place a far greater importance on doing well whilst also doing good than previous ones, and businesses around the world are adapting to this.

Earlier in the year I gave a speech at a TEDx conference, discussing LUTA's social mission, and which you can now watch on their website or below here. I mentioned how instead of incorporating Fight for Peace as part of a global sports brand corporate social responsibility strategy, we decided to create our own brand, in order to more sustainably support the charity. LUTA was organically born from Fight for Peace: having been inspired by the Real Strength shown by the young people of Fight for Peace over the twelve years since the project's inception, finding the best way to support them was a natural process. The sense of identity our young people found in the Fight for Peace t-shirts was something we believed could be replicated with LUTA as a clothing brand.

We hope that customers recognise that we haven't latched on to anything so don't mistrust our intentions as a brand. LUTA is proud to support Fight for Peace and to have such strong links with it. But more than just a social enterprise, LUTA is a high performance fightwear. We have spent over two years working with fighters to understand their needs and have come up with innovative solutions, such as the world’s first laser-bonded rashguard.