Introduction to the Brand

Our activewear brand for schools and families.

Juco launched to the schoolwear market in 2019 with a mission to champion inclusivity and sustainability in the traditional PE Kit category. Within the Juco range, 70 per cent of the products are classified as Eco-uniform. The Ecotech fabric used in hero styles such as the skort, unisex polo shirt, base layers and T-shirts is made using recycled polyester derived from post-consumer plastic waste. Commenting on the range and its eco-properties is Juco’s product development manager, Jenifer Nairne. “When looking at base layers and fabrics our aim was to find something that would feel soft against the skin while also making the wearer feel comfortable in the garment. The chosen fabric is made from a recycled polyester yarn with a brushed surface, which makes it softer to touch and more comparable to cotton. The knit of the fabric also allows a high stretch without compromising on opacity.

Juco products have been designed to work for all sports in order to prioritise a spirit of inclusivity. Considered design details and highquality materials usually associated with aspirational sports brands feature across the range to elevate the finish and defy the norms of typical school sportswear. As well as advocating inclusivity, Juco also better represents David Luke Schoolwear’s stance on sustainability. “Our previous sportswear offering was not reflective of our passion for innovation and the advances we have made as a business in terms of sustainability,” explains The Parently Group MD Kathryn Shuttleworth. “Juco represents a considered and holistic collection of high-quality garments that meet the needs of pupils no matter what level of sporting activity they are participating in. Raising kids with a positive body image, high self-esteem and the confidence to participate in sports - even if they’re not going to be the best - have inspired this collection.

To help bring our brand message to life we enlisted the expertise of Sarie Taylor, a qualified psychotherapist and specialist anxiety coach. She believes that a child’s self-esteem and confidence stems from their beliefs about themselves, and how they see the world around them, whilst comparing their world to others. In a piece by Independent Education Today she said “Comparison can often lead to insecurity. It’s important that we encourage young people, regardless of skill level or experience, to realise that we are all OK exactly as we are. Life is not about striving for perfection, but to enjoy every moment that we can, taking part in life fully and unconditionally.