IN FASHION

Since our founding in San Clemente around 1991 or 1993 we’ve strived to stay committed to the roots of surf lifestyle, with the initial component being …Lost surfboards. Matt Biolos and our clothing designers actually incorporate the unique designs and art of our surfboards and the ethos of the beach culture we are surrounded by everyday into all categories of our clothing. Below are some recent pics of the riders and others we know wearing the clothes.

Or in the words of our marketing intern: “Lost is a f*cking mental clothing brand that shits all over everything else. Buy it. Eat it up. Sleep in it and show it off.” He actually tried to submit that for our brand write up on the Pac Sun website.

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The dynamic duo of Mason Ho and Cheeseburger were here in California for a recent run of what pro surfers call “work”. Here they are doing an interview for Arnette. Burger in the “Super 70′s” woven shirt and Mason in the “Ditzo”. Both from the …Lost At Sea Collection. Believe it or not these guys are pretty particular about what they will and won’t wear. They give us a lot of feedback.

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For example: Burger flat out refuses to wear these “Seaworthy” boardshorts out at Pipe.

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He prefers the “Wags” boardshorts. Photo: Suitt/Surfline.com

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Or sometimes the simple look of the “Groveler” boardshorts.

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Mason, however is all about the colors of the ResinWorks Collection. Like the “Squeegee” boardshorts…

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The “Big Dot” boardshorts…

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But his favorite, by far, are the “Blobs” boardshorts. Photo: Noyle/AFrame

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They’re perfect for running over rocks.

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After spending over half his life as a pro surfer, with countless signature boardshorts and hours of design input under his belt Chris Ward is very particular about what he wears… F*ck, who are we kidding. He’ll pretty much wear anything we give him. Here he is getting 2nd place at the Pipe Pro wearing the “Seaworthy” boardshorts (the one’s Burger won’t wear).

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South African (and recent San Clemente transplant) Shaun Joubert recently won the Gold Medal at the ISA Games in Panama wearing the “Couch Surfer” boardshorts.

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The pride of South Africa at the moment.

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Mason Ho up in Santa Cruz for Walt Waldemar’s Memorial Paddle out. He’s wearing the “Way Out” woven shirt from the …Lost At Sea Collection. It’s become the favorite amongst the team riders.

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Wardo enjoying a big ass beer in the “Way Out” woven.

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He doesn’t always balance his promo boxes on his head. But when he does he wears the “Way Out” woven. It really was the first shirt he pulled out of this box.

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Colin Moran on the podium in the “Way Out” woven after winning the Newport Surf Classic.

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The every stylish Cheesburger in the “Way Out” woven.

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Mason, Michael and Cheeseburger in some button downs from the …Lost At Sea Collection.

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The Dirty Heads frontman Jared Watson in the “Ahoy Paloi” shirt.

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And in the “Beatnik Beach” woven.

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Not sure why but Burger went nuts when he put on the Super 70′s shirt.

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Woven button down lineup from the …Lost At Sea Collection.

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It’s not all button down shirt in the …Lost At Sea Collection. Here’s Mason at the Catalyst Glass Shop in the “May Day” tee.

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Burger in the “Tropical Beach Party” tee. His new favorite.

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We had to put the obligatory photo of Cheeseburger eating a cheeseburger. In this case a chilli cheeseburger.

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Pride of the Westside Nat Young with Burger and Mason in Santa Cruz.

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Pretty sure Burger was the fastest person in history to become a honorary Santa Cruz Westsider. The twenty 18 packs of beer he bought probably helped too.

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That’s all for now folks. For more …Lost clothing CLICK HERE.