Lost Mens Surf Apparel S/S 2026 Preview
Retail Buyers Guide: Mens Surf Apparel S/S 2026 Retail Buyer’s Guide
Brand: LOST
Interviewee: Jonathan Gilbert CEO Europe
Which segments did fine in the 2025 Men’s Surf Apparel market so far? Which didn’t? Any clue why? (good & bad)
T-shirts and hoodies performed well—especially key fits and standout graphics. Lighter categories like walkshorts were slower, likely due to market conditions and weather delays.
How did you plan the SS26 offer accordingly? (carrying-overs vs new SKUs, quantities)
We kept strong carry-overs, reduced SKU clutter, and focused on styles we know our dealers can sell.
Styles: Heritage influence has been key during the past years. Is SS26 a continuation of that trend?
Yes, but reworked. We’re using elements from LOST’s past with a modern, surf-punk feel,raw, not nostalgic.
Which stories are driving your SS26 collection in Men’ Surf Apparel?
- Core Disruption – simplified branding,
- bold, some heritage, surf prints
- Sun Damage – sun-faded palettes and heavy washes
Customers pay way more attention to the fabrics than they used to: alternative natural fibers, organic, fair-trade issued, techy synthetic blends… Do you have exciting propositions for SS26?
Some recycled fabrics, and soft-washed fleece. Upgraded where it makes sense without Compromising quality
Which color/prints/patterns will trend in SS26?
Dirty pastels, washed blacks, Graphics are raw, surf-art inspired.
How will you be helping retailers to sell your brand?
Tighter range, in-store support, and consistent drops to help drive sell-through.
How are you expecting Trumps Tariffs to impact the European surf Apparel market?
Potential pressure on EU pricing, but we’re working on alternative supply routes and warehousing options to stay flexible.
Key Products:
Enigma Zip Hoodie:
Enigma Zip Hoodie R
Mayhem Since ’87 wash Tee:
Mayhem Since ’87 wash Tee
Lost Lam by Mayhem Snapback:
Lost Lam by Mayhem Snapback
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