Lost Girls: Swim for Women
After several strong years of selling juniors apparel, Irvine, Calif.–based surf/skate brand Lost Clothing has launched Lost Girls, women’s swimwear for 2008. “It just made sense to enhance the line by adding swim,” said Lindsay Henkels, the brand’s national sales manager. “The swim market is really strong right now but also saturated with brands that look and feel the same.” Lost, she said, is bringing a unique look and vibe to a customer who has been overlooked by the competition.
Designed by Marina Hamm, Lost’s swimwear is packed with sass. The 18 suits, 10 boardshorts and five rash guards feature bright colors, mismatched and tongue-in-cheek prints, and a dose of edge. The look is a departure from the sunny “girls of summer” look offered by many other surf brands. “The focus is on that girl who likes to have fun, loves to be different and doesn’t care who knows it,” Henkels said. Colors and prints tie the swimwear back to Lost’s apparel.
Distribution for the line, which wholesales from $38 to $42, will encompass core, swim and major retailers. For more information, call (949) 428-2950. —Erin Barajas
