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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I'm The Mountain
Grant 'Twiggy' Baker (ZAF), two-time Big Wave Tour Champion, at the 2018/2019 Jaws Challenge at Pe'ahi, Maui, Hawaii.
SIC 2023 SUP preview

SIC

G1030132
HOTpachtwork(1)
Elevated SurfCraft x Good Question Supplies
Screenshot 2023-10-10 at 13.53.57
Treeline Patagonia
Daniel Surf
Slice n Dice vol 6
Screenshot 2019-05-30 at 07.29.02
MarketIntelAustria
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19SNB5_MG_3155_SOC
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Eivy Fusion Incorporated Japan Distribution New Fabric
Screenshot 2024-01-18 at 19.20.44
Patagonia Action Works
Sage Erickson Vans US Open header
Solite Innovations x Surfcloud
SPY+ 2021 Sunglasses Preview

Spy

On Good Authority_1
Shops 1st try cancelled
Bolle Brands logo
AlterEgo lifestyle
Arbor
BIC-SUP_2019_SUP-AIR_Pierre-Bouras_PBO_3980_HR POST

BIC

Nike
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JOSHUA-VIDES-5
The Nidecker brothers. Cédric, Henry and Xavier Nidecker
Adidas Q2 results
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A New Earth Project x Atlantic Packaging
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Surf Expo
Scott Keating x TheDrop
Bolle Brands logo
High-Five
Fjällräven
Freeride World Tour
SOURCE Snowboard Industry COVID 1
Millican Core Roll Top £80
Website Cover September 18
EssilorLuxottica
Volcom Banked Slalom
Parley Pellets
Kids @ HK Banked by Wolf Wieser
Niklas-Mattsson-Handplant-Kläppen
Picture- source to product chain
Maria Frykman has been appointed Chair of Scandinavian Outdoor Group
Jack Freestone x Ion
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The Wave London
Snow Camp recieves award from HRH Princess Royal
Support Your Local Surf Shop
Skaters Rolling Their Way to Dive n Surf
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Body Glove Logo SOURCE
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Protect Our Winters Campaign
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Lephyr
Issue 96 Social Media preview  copy
Kanoa 2020 Surfboards
686

686

Landscape
longboard classic 2023
LAs Vegas
Quiksilver Young Guns 2019
Vans Sonic Souvenirs
Surfdek header
SAXX Plastic Bank Collection
TSA x POW
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Taryn Ryan, Global Head of Marketing Smith
Protect Our Winters Campaign
SUP BRAND OF THE YEAR
Full Stack Supply Co x FSSC
QKLS Ruka Finland 2020
Head
STANCE X CENTREPOINT PARTNERSHIP