LOST BOARDSHORTS S/S 2025 PREVIEW

Retail Buyers Guide: Boardshorts S/S 2025 Retail Buyer’s Guide
Brand: LOST
Interviewee: Freddie Sipowicz – President, Jonathan Gilbert – CEO Europe

How is the 2024 boardshort market?
The first half of 2024 was difficult due to poor weather and excess levels of inventory in the market still. Once the clear skies in summer kicked in we saw a dramatic rise in business.

How did you split your offering SS25 between carry overs and fresh pieces?
Most of our range is new for 2025 with the carry overs being limited to certain core products. For those products we introduce refreshed color ways.

Are prices hindering the sell-out of boardshorts in a stressed out environment or are the customers willing to pay for quality? (surfers vs casual beach enthusiasts)
We are sensitive to the environment and continue to offer a competitive price point and quality product. When a product’s print and feature set is perfectly timed at market we have no problem selling it out. When that is not the case it is not so much an issue of our pricing, but of missed trend demand.

What are the main design trends of SS25 for (surfing) boardshorts? (cuts, lengths, special features, closing systems…)
Longer lengths covering the knee, we now off up to 22” in length. Baggier fits. Blocked boardshorts are gaining momentum, as opposed to all over prints. Fabric interest in various content blends as opposed to straight poly spandex 4 way stretch continues to be of interest.

Same question for walkshorts/beachshorts.
Our elasticated waist category beach shorts continue to grow as does our hybrid shorts. These are following the same trends as boardshorts.

How did you translate these trends in terms of colours/prints
With larger bodies, there is a larger canvas which forces the approach for all over prints to change. Prints work differently in various lengths and bodies, so we are seeing a shift in print approach and color as the trend gets longer and baggier.

Which key fabrics/materials did you introduce for next summer?
We are really liking our nylon cotton stretch blends at the moment, offering a nice bridge between vintage and modern.

Key Products:

LIGHTSPEED BOARDSHORT: