Apparel Rack

Lost… On Re-Launching Their Apparel Business In Europe

Iconic surf brand Lost is re-launching its European apparel programme and we’ve spoken with European CEO Jonathan Gilbert to find out all the details. After successful apparel sales periods on both the east and west coasts of America combined with the continued growth of the surfboards side of the business, Lost are a brand on the up as they approach their 30th birthday.

Apparel Rack

Apparel Rack

Please explain the history of the brand?
Matt Biolos and a bunch of school friends were into snowboarding at Mt. Baldy, skateboarding at the Pipeline in Upland, and surfing in Dana Point. They weren’t too worried about winning this football game or that contest. They were “Team Lost”, thus the name. Lost got scribbled on books, t-shirts, benches, tables, and eventually, clothing. …Lost has been a mainstay in surf culture since 1991, or 1993, depending on who remembers how it all started. Matt Biolos’ iconic ‘Mayhem’ surfboards came first and then he began putting his art on t-shirts with a …Lost logo, which grew to include boardshorts, shorts, pants, hats and jackets and so on, to a full apparel range. From its California (San Clemente) roots, …Lost has spread slowly across the world but continues to run off the same subversive philosophy it started with.

How will Lost surf apparel operate in Europe?
From our European HQ …Lost will distribute its apparel lines through a network of established regional distributors, partners and sales teams, starting in certain key countries for now. We will build from this base and expand into other markets in the coming seasons.

Beach BLVD SS Woven Shirt

Beach BLVD SS Woven Shirt

Who is on the management team, and what are their backgrounds?
Headed and guided by President Freddie Sipowicz at USA HQ and managed by Jonathan Gilbert in Europe, the team is made up of a mix of experienced committed individuals from the industry who all believe in the …Lost ethos and vision.

Please take us through your launch season line.
Warm weather, palm trees, girls in bikinis, good waves, and our authentic surf counter-culture roots is the basis of our 2020 Line. We focused on washed back vintage treatments for our fabrics. Colour-wise, we centred around warm nude tones mixed with colourful cool tones. In addition, there‘s our Technical Performance four-way stretch products and washed back cotton poly blends. For our prints, we always try to keep it energetic and fun, expressing the core tenants of the brand’s subversive attitude.
Today, Lost continues to support skate and surf athletes and events, as well as snowboarding and other sports. Also, Lost is fortunate to have a cult following who support our surfboards and apparel lines and are the reason of our continued success. So, reaching out to this group who have always supported us is a priority. Our marketing plan is a constantly evolving process to include, not only traditional marketing, but to communicate and interact through social media, grass roots marketing and localised events that involve and connect directly with these core …Lost customers, as well as reaching out to a new emerging generation who can relate to Lost.

Lost Carver

Lost Carver

Why should retailers sell your brand?
Lost has always stayed true to its roots and core principles. 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. The combination of hardgoods authenticity and softgoods fashion expression allows the brand to dictate surf trends rather than just follow them, and it remains one of the last truly authentic surf culture brands with a hardcore of loyal followers, whilst appealing to the youth at large as their symbol of authentic expression.

Why was now the right time to re-launch apparel in Europe?
2019 has been a great year for Lost. Our new apparel product offering was received with great success across the East and West Coast and, coupled with the strength and momentum of the surfboards, …Lost is firing on all cylinders again. So it seems only natural we re-launch our apparel offering back to Europe, where …Lost has such a core and loyal community.

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Riksgränsen Banked Slalom
Fallen Footwear
2020PSSFF
season distribution
Drop In Surf by Creatures of Leisure
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Polartec Shed Less
Gilmore_99I4220WSLAwards19
The Wave London
Kevin Bailey
Hike Bike Paddle Challenge, Youth Adventure Trust
Cobra Prepeg Compression Mould
Slektion Jun Inoue for Wilier Triestina Unico
Qualifier & Junior schedule
STRT Jam
Spy Optic Bollé Brands AMCE Acquires
Royal Wedding Surfers Against Sewage
Digital academy
Bayonee CCI SOURCE Illustration
IKEA x WSL KÅSEBERGA collab
Market Intel Germany
S1xGN4LW Elise Crigar
Columbia Sportwear Company
Hotzone tv Park Opening Betterpark Hintertux Austria Werni Stock Invitational Metal Battle 15th Anniversary
Volcom's Ryan Immegart, Liberated Brands Co-Founder and Volcom CMO
Screenshot 2023-02-20 at 11.33.18

DC

Surf Ranch Pro 2018 winner Gabriel Medina. Photo HMT
Hurley
Nidecker banked slalom 2022
Loose Trucks Tight Lines studio shot_Noémie Wigenhauser
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Crosby Colapinto Freshwater Pro WSL World Surf League Wildcard
From left: D/CAL co-founders Ryan Maconochie, Jared Prindle, Tony Hawk and Adam Wilson with Katherine Huber, director of client services, atop the Guardian Building in downtown Detroit, where they have an office for their new agency.
ThirtyTwo's T32M
FW 2023 Great Outdoors Preview

FW

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WeeDo
Jeremy Jones BoardSport SOURCE Mag
Angry Rodja
Lightning Bolt 50th anniversary
Ali Kenney CSO
JOSHUA-VIDES-5
Method 3 Movie
Screen Shot 2019-01-08 at 07.49.22
Red Bull Paris Conquest 2021
Sportscape Group Sebastien Rohart (L) & Adam Pikett (R)
2020PSSFF
NITRO DIY series
Lovely France
Braiden Maither x Manera
F51 skatepark
Beachwaver Co. WSL
Torq's GM Sebastian Wenzel during the 2016 Torq sales meeting, Mundaka, Basque Country. Photo-
GP87
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MarketIntelFrance
Marcus Kleveland, Aspen Electric Mathis
Volcom Water Aware poster
Stone Locals film
Slide 2019
Screen Shot 2018-11-06 at 08.56.41
World Surf League WSL IKEA Collaboration Product Line Survey Surfers
Pleasure mag ENG print
Outer Inner Space
VF Corp
Marseille Red Bull Bowl Rippers 2019
Portugal Market Insight
logo JD Sports
With a blend of vogue: DC Shoes tributes to the 30-year fall of the Wall
Surf demo days France
Screenshot 2019-02-01 at 13.52.09
International Board Shop Day
SIC SS21 SUP Preview

SIC

Volcom Pipe Pro
longboard classic 2023
Sanbox Endavor
K2 FW20/21 Snowboard Preview

K2

SCOTT HARGREAVES JOINS WORLD SURF LEAGUE (WSL) AS COMMERCIAL DIRECTOR
International Free Ride Film Festival
MATTA header, photo credit @tomasloureiro_