Sponsors
Billabong ▲ +0.035 | PPR ▲ +0.20 | American Apparel ▲ +0.008 | The Buckle ▼ -0.07 | Columbia ▼ -0.49 | Deckers Outdoor ▼ -0.13 | Dicks ▼ -0.15 | Foot Locker ▲ +0.12 | Genesco ▼ -2.64 | Iconix Brand Group ▲ +0.13 | Jarden Corp ▲ +0.16 | Nordstrom ▼ -0.39 | Luxottica ▲ +0.57 | Nike ▼ -0.27 | Pacific Sunwear ▼ -0.22 | Skullcandy ▲ +0.09 | Sport Chalet - 0 | Urban Outfitters ▲ +0.02 | VF Corp ▲ +0.30 | Quiksilver ▼ -0.02 | Zumiez ▲ +0.20 | Macys ▼ -0.07 | Tillys ▼ 0.00 |
Ticker Sponsor
Professional Services
Friedman Stroffe & Gerard, P.C.

FSG’s Action Sports Practice Group provides legal services to the action sports industry. Our clients include surfers, skiers, snowboarders and skaters, as well as sponsors and leading apparel companies. Our attorneys serve in positions with industry organizations such as the Association of Surfing Professionals. We know your business and can provide full-service legal solutions to meet your organizational needs.

More Professional Services...
Readers Say
Useful on a daily basis
Useful on a daily basis

It's well balanced information that is useful on a daily basis. I'm very satisfied with the Executive Edition. I start each day with SES and a big cup of coffee!

- By Tom Ruiz, EVP Sales, Volcom
Since the inception of Executive Edition, I only need 1 stop
Since the inception of Executive Edition, I only need 1 stop

As a retailer in the surf industry for the past 21 years, I have had to use multiple sources to stay informed to the news within surf. Since the inception of the Executive Edition of Shop-Eat-Surf.com, I need only one stop. Thanks for providing such a valuable tool to all of us in the industry. Shop-Eat-Surf is a must read for all of our staff at Maui Nix.

- By George Karamitos, CEO, Maui Nix
Industry Insight

SIA SNOW SHOW: Early Bird rates thorugh Sept. 29 for Denver hotel rooms during 2015 show, from Jan. 28 - Feb. 3.

AGENDA: Video recaps, 2015 show dates, "Love Made Me Do It" women's networking series on Wednesday.

Details on Industry Insight.


Tiffany Montgomery
Print This Article

Lost works to move to next level

By Tiffany Montgomery
November 02, 2007 6:54 AM

I caught up with Tim Garrett, president of Lost Clothing in Irvine, the other day.


He told me Lost's prebook orders for spring are up 53 percent driven by girls swim and guys boardshorts.


Lost wants to punch through to the next level where the five dominant surf companies operate - O'Neill, Billabong, Hurley, Quiksilver and Volcom.


Lost, with its rough edges, appeals to the hardcore surf guy, the Inland Empire guy and a fashion forward guy, Tim said. The company tries to make styles for all three.


Girls swim, launched for spring 08, has been "way bigger than we expected," Tim said. Orders were 45 percent more than projections. Lost came out with six groups of swimwear for spring and will add seven more for summer.


Tim credited Juniors Creative Design Director Mary King for solidifying her vision for the Lost Girl. Dresses have been doing well and printable T-Shirts are coming back a little, Tim said.


In guys, boardshorts are leading the way for Lost with Chris Ward's "Psychoward IV" style and Tag Art II selling particularly well.


In other Lost news, the brand has expanded into boys, which is currently selling in department stores, where moms like to shop. Kids and toddlers will debut in fall 2008.


Other trends include:

 

  • The continuation of plaid walk shorts. "That's going to be around for awhile," Tim said.
  • Crew T-shirts, though Lost and others are still working on getting the right price point.
  • Woven and knits are still slow.
  • Jersey hoodies are doing well in the skate world.
  • Lightweight sweaters, while a small segment for Lost, are becoming a new trend.

Articles You Might Have Missed