LOST MENS SURF APPAREL S/S 2025 PREVIEW
Retail Buyers Guide: Mens Surf Apparel S/S 2025 Retail Buyer’s Guide
Brand: LOST
Interviewee: Freddie Sipowicz – President, Jonathan Gilbert – CEO Europe
How did your brand cope with the Men’s Surf Apparel market in 2024
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. Bottoms are still very strong. We have been given more opportunities at retail due to the market shifts and are being rewarded for providing product that is selling through well.
What is the strategy for SS25: carrying-over staple SKUs and/or fresh pieces to boost demand?
We found our lane providing an alternative narrative to surf that is more vibrant, free, and in tune with youth culture at large.
What collection stories have you planned for SS25?
We offer trend forward capsules based on our creative direction while also offering a range of core basics in trending colors, fabrics, 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 which we are expanding for 2025.
Has Surf Apparel distanced itself from the streetwear and outdoor influences in favor of heritage surf roots?
No, we channel forward youth culture and frame it through a lense of performance surf, offering world class surfboards and clothing for those who want an authentic and genuine surf provider.
The fabric spectrum has expanded from the cotton or poly options. Which materials are rising/declining?
Recycled Fabrics are used where possible in key lines, wider use of other fabrics such as Linen , viscose, and nylon performance fabrics
Which color/prints will you offer in SS25?
Lost has always had bright and bold colourways which continue to be popular. We are seeing a rise in 90’s aesthetics, which we have plenty of heritage to draw from.
How will you be helping retailers to sell your brands
Lost came from and continues to support surfing at a grass roots level where its local activities are visible to its core customer base.
Key Products:
CHROME T:
CHROME T
LSS FR:
LSS FR
MASTER HYBRID SHORT:
MASTER HYBRID SHORT
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