Lost S/S 2024 Mens Surf Apparel

Retail Buyers Guide: Men’s Surf Apparel S/S 2024 Retail Buyer‘s Guide
Brand: LOST
Interviewee: Freddie Sipowicz – President Jonathan Gilbert – CEO Europe

Could you please draw a picture of the market evolution from 2022 to 2023 so far in the Men’ Surf Apparel business?

We have been growing in a few different categories, mainly woven tops, graphic tees, and headwear, driven by the quality of the fabrics, textures, and trending fits, as well as the artistic expression of our creative team.

Banking on the brand heritage (60’s, 70’s, 80’s, 90’s, you name it) is the go-to choice for most. Is this a marker of the strength of the surf culture or is there a chance we might tread water?

Lost was founded in the 90’s and retains its independence. For many youth, with the performance and high energy of the surfboardsas well as the expression of the clothing, the brand is new and exciting. The brand is growing not because of its heritage, but because of its fresh and modern perspective on clothing and surfboards.

How did you build up your collection for SS24? (themes, stories, carry-overs…)

We offer trend forward capsules based on our creative direction while also offering a range of core basics in trending colors, fabrications, and fits. In Spring and Summer our focus is primarily on boardshorts, beachshorts, short sleeve woven shirts, graphic tees, and headwear. We also offer a range of technical surf tees for sun protection.

After a few toned down years, bright and bold colorways seems to make a revival. Do you agree?

Lost has always had bright and bold colourways which continue to be popular. We balance our range out between sun faded brights and saturated brights.

Whether it is for their technical features or durability statements, fabrics (natural or synthetic) are assessed wisely by customers nowadays. What are your (fabric) takes for SS24?

We use recycled performance fabrics on our technical product offerings, including nylons, polys, and blends. In the fashion and lifestyles ranges we primarily offer cottons in a range of weights and textures.

The consumers now want their favorites brands to give back (durability campaigns, NGO partnerships, support to the local community, etc.) What are your actions in this field?

…Lost came from and continues to support surfing at a grass roots level where its local activities are visible to its core customer base.