Lost is relaunching its women’s apparel line for Spring ’15. The collection for Spring ’15 is called Sea Gypsy, and Lost has created a brand video to support the launch.
Lost Women’s had previously found success in boutiques and fashion accounts before going on hiatus to move from a licensing model to an in-house design structure. Lost will show the new collection at Agenda next week.
I asked Lost International CEO Joel Cooper some questions about the revamped women’s line.
How long was the brand on hiatus and why?
Lost CEO Joel Cooper: We delivered our last product in June 2013. The reason for the hiatus was that we were switching from a licensee to producing and designing the women’s line in-house.
What are the key categories?
Joel: Dresses, tops and bottoms.
Are you using surf reps to sell the line, or focusing more on the boutique customer?
Joel: We are building a new sales force, which will be focused on specialty stores including boutiques and surf specialty retailers.
This will include a combination of both boutique and surf reps depending on the territory.
Why is it important for Lost to have a women’s line again?
Joel: Lost has been doing women’s both domestically and internationally for over 15 years and the women’s line completes our brand offering.
Is the men’s line growing since it left the La Jolla Group and returned under the Lost International umbrella?
Joel: Since taking over, we have expanded our categories in men’s and launched a new boys line.
We’ve also added to our accessory offering by introducing sandals and beach towels, which have been very successful. Our business on an overall basis is up 15% from 2013.
Â
See Page 2 for the official press release
Â
Press Release:
…LOST RE-LAUNCHES ITS WOMEN’S COLLECTION FOR SPRING 2015
Irvine, Calif. (July 2014) – …LOST, the Southern California-based men’s and boy’s apparel and surfboard company, is proud to announce the re-launch of their new women’s collection for spring 2015. The women’s collection will make its debut at the upcoming Agenda show on July 10 -11 in Long Beach.
“The …LOST woman is a gypsy by nature. Her spirit embodies the modern nomad with a passion for living and wanderlust. I wanted to provide her with pieces that are fashion driven but effortlessly integrate into her active lifestyle,” said …LOST Head Designer Rachel Anne Rainwater.
The spring 2015 collection is inspired by the love of the sea and the bohemian spirit. This is apparent with the one-of-a-kind, original handmade prints, which play a prominent role throughout the collection and are featured on modal knits, eyelet baby doll dresses, jumpers, and rayon crepe kimonos with gypsy trailer graphics for the sea goddess in everyone. The entire spring 2015 collection was created to easily carry the …LOST customer from the beach to the streets.
“Our …Lost women’s line has a proven track record and we are excited to re-introduce the new collection for spring 2015,” Said …LOST CEO Joel Cooper.
The collection will be targeted at specialty stores throughout the world.
ABOUT …LOST ENTERPRISES:
Lost began in 1985 when 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 were “team lost”. Thus the name …LOST scribbled on books, t-shirts, benches, tables and eventually clothing. Matt’s friends had been telling him for years to put the word Lost and his art on tees and try to sell them. By 1992, Matt began putting his art on T-Shirts with a …LOST logo. His roommate Mike Reola, a recent business school graduate, helped him handle the business side of things and they both worked on developing a plan to slowly grow and market the company with little or no money. Matt Biolos and Mike Reola, while running the company with partner Joel Cooper, continue to oversee every aspect of the business. Lost is one of the last privately owned and controlled surf and skate brands.
Â
