Retail Buyers Guide: Men’s Surf Apparel SS20
Brand: …Lost Enterprises
Interviewee: Jonathan Gilbert, …Lost Enterprises – Europe
Has 2019 been a good year (saleswise) for the Surf Apparel? What do your foresee the upcoming 2020 summer season?
2019 has been a great year for the brand. Our new apparel product offering was received with great success across the east and west coast coupled with the strength and momentum of the surfboards, …Lost is firing on all cylinders again. Sales were substantially up and ..Lost Apparel will be now available in Europe for SS2020.
Rivaled by fast fashion labels, streetwear and outdoor brands, how does the Surf Apparel manage to preserve its own identity? Or are the boundaries blending in between those markets?
…Lost is sticking with everything that made us great in the first place: subversive and irreverent attitudes mixed with fun and tropical vibes, showcased through modern apparel trends.
What are the key inspirations behind your SS20 Surf Apparel collection?
Warm weather, palm trees, girls in bikinis, good waves and our authentic surf counter-culture roots.
What are your color palette and prints/patterns for men’s SS20 season?
We focused on washed back vintage treatments for our fabrics. Color-wise we centered around warm nude tones mixed with colorful cool tones. For our prints we always try to keep it energetic and fun.
Which are the key materials of your SS20 collection? (techs, eco, sourcing…)
Technical performance, four way stretch and washed back cotton poly blends.
How do you split your D2C offer from the retailers’?
We give our retailers first delivery of our products prior to being available on our website. We then launch product online 4 weeks after.