Lutruwita the Label began on Truwana/Cape Barren Island, where life is simple but strong. Growing up in a close-knit Aboriginal community shaped the values behind the brand and the way it continues to grow.

Created to represent who we are here in Tasmania, Lutruwita the Label is about making something that carries meaning, connects people, and gives space to local stories in a modern way.

Lutruwita the Label is for everyone. Built on inclusion and respect, it welcomes both community and allies who want to wear something that represents Lutruwita/Tasmania.

Lutruwita is the Palawa Kani word for Tasmania. Palawa Kani is the language of the Palawa people. The name is a reminder of where the brand comes from and the stories it continues to honour.