Lúth started on a farm in Japan, not in a design studio. During a year spent travelling, a quiet moment there became the beginning of the brand. Before that, movement had meant whatever the day allowed: a meeting in the morning, training at lunch, a flight booked whenever the calendar cleared.

Lúth — is Irish, loosely meaning strength, agility, vitality. An earlier option — Ríth, the word for run, felt too narrow for what the brand was becoming. Lúth isn't built to be an aggressive performance label, and it isn't a lifestyle brand either. It sits somewhere between the two: clothing built to hold up through training, travel, and the ordinary shape of a working week.

For a long time it existed only as an idea, built evenings and weekends around a full-time legal career. It became real the day the company was formally registered: proof, more than plan, that it was worth pursuing.