Conrad’s courage is the inspiration behind 353

Killed by an insurgent sniper on February 9 this year, Pte Lewis was the 353rd British soldier to make the ultimate sacrifice while serving in Afghanistan.

Inspired by his courage and positive outlook, Pte Lewis’ loved ones have set up 353 as a lasting tribute to the 22-year-old.

Speaking during the launch of 353 at the Warwick Arms Hotel on Tuesday night, Pte Lewis’ father Tony said: “It is honour in the right way, it needs to be a positive, pro-active force on the front foot but more importantly it needs to be long-term and sustainable, it’s not something we want to do now and in a few months time forget about.

“It also needs to be reflective of how Conrad lived his life, how he served his country, how he protected his friends and colleagues above all and of course how he died.

“But it’s not about pity, he would absolutely hate that.

“We need to use his example as a force for good, have the courage to change as he did and the courage to take on a challenge like this.”

The organisation will generate funds for military charities and deliver long-term support to soldiers, their families and others who have been affected by conflict.

To do this it will sell a selection of products, which includes a quality men’s grooming range, a stylish clothing line including polo shirts and sports tops, and a charity single performed by former X Factor contestant Daryl Markham.

A jewellery range and a selection of children’s toys inspired by Pegasus, the stray dog which Pte Lewis befriended in Afghanistan, are also part of the organisation’s portfolio.

The work to create 353 was completed in the main by Pte Lewis’ 17-year-old sister Siobhan, who was supported by a team of experts in their respective fields.

She said: “Our ambition was to develop 353 into a brand which can stand on its own two feet in the commercial world.

“We would like people to connect to 353 because of what it stands for and the well designed, well made and well considered product it produces first and then for them to discover the story beneath, not the reverse.”

The Lewis family have set two goals for 353 - first to raise £353,000 and to eventually reach £3.53 million.

They are also aiming to be able to offer employment opportunities to wounded soldiers and members of bereaved families.

What is 353?

353 supports various military charities including The Afghanistan Trust, Troop Aid, The Parachute Regiment Charity and Nowzad Dogs.

Tony Lewis said: “353 is not a number, it’s not the end, it is a new beginning. It is missing one vital element but we hope to live up to the standards he set us.”

Follow 353 on twitter @3_5_3 or visit http://353.org.uk