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Street Beat: ...LOST

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Oct 08, 2010

Photo: LOST
Master shaper Matt Biolos and VP of Janitors Ryan
Divel...LOST was born around '91 in San Clemente with the premise of not being lost in the 'herd' of other sports, but rather immersed in the surf / skate lifestyle. Co-founder Matt Biolos has built the brand to include surfboards, clothing and skateboards.

Never taking themselves too seriously, the ...LOST crew are some of the best in guerrilla marketing. Just look at the irreverent humor of their videos & ad campaigns. Or try stepping foot in San Clemente and not seeing a million ...LOST stickers.

With great pleasure, I bring you ...LOST co-founder Matt Biolos and VP of Janitors Ryan Divel. Enjoy!

- Danny Spyra

Photo: LOST
Chris Ward doesn't always wear clothes, but when he
does...he prefers ...LOST.

BNQT - ...LOST HAS SOME OF THE FUNNIEST MARKETING CAMPAIGNS AROUND. HOW DO YOU COME UP WITH THE IDEAS FOR YOUR ADS?

Ryan - Long showers...? Nah, it's really about making ourselves laugh. Everybody is so serious these days, and we're just trying to make an impact with something memorable about our brand and our product...and have fun.

Photo: LOST
The End of Days jacket, from movie night to late
night

BNQT - THE FALL AND HOLIDAY LINES SURE ARE LOOKING NICE. THE "END OF DAYS" JACKET REALLY CATCHES MY EYE; WHAT CAN YOU TELL US ABOUT IT?

Ryan - We tried to make a statement this season with a solid line up of jackets. The "End of Days" works for all occasions, from "Movie Night" to "Late Night" -- and at around $75 bucks, it's pretty much a fashion no-brainer, saving you money to spend on the ladies.

Photo: LOST
LOST Voodoo knit

BNQT - THE "VOODOO" KNIT LOOKS AWESOME WITH ITS TIE-DYE COLOR AND FOIL ART. WAS THIS PIECE MORE DIFFICULT TO MANUFACTURE THAN OTHERS?

Ryan - Thanks for noticing, and yes it was. The cotton poly blend makes the "Voodoo" super easy for wash & wear, but the tricky part was finding the right factory that was technically capable of weaving enough 'cool' into the base fabric. Then, to make sure it s cool enough, every piece off the assembly line gets a custom fitting by Dave Grohl.

Photo: LOST
The Paranoid jeans, so fresh and so clean clean

BNQT - IN TERMS OF DENIM, WHICH WASH ARE YOU MOST STOKED ON RIGHT NOW? ALSO, WHAT MAKES THE "DIAMOND DENIM" JEANS STAND OUT FROM THE REST?

Ryan - That's a tough one. On one hand, the finished coating applied to the "Paranoid" sets it apart from the rest out there but the colors seen on the "Chopped" are definitely going to catch the most attention. The dirty over-dye in stone and wine colors has got the kids a-talkin', too.

The "Diamond Denim" naming really just tells the story of the product s built-in value with production techniques. Pretty much the opposite of 'Wranglers.'

Photo: LOST
The Scorcher surfboard. Kolohe claims it.

BNQT - LET'S MOVE ON TO SURFBOARDS. KOLOHE HAS BEEN RIPPING LATELY ON THE "SCORCHER" AND "SUB-SCORCHER." CAN YOU TELL US ABOUT THESE MODELS?

Matt - The "Scorcher" is the first specific model we developed. It's based off of a much lower tail rocker than average, combined with a hyper extended vee in the tail, behind the back foot. This allows Kolohe to get incredible "Scorching" drive. The vee enables him to transition from rail to rail with ease. The "SUB" is a super stumpy small wave version of the same design concept. It has become very popular, not only with the hotshots, but actually benefits us mere mortals even more.

Photo: LOST
New LOST surfboard hydroflex technologyBNQT - I'VE SEEN THE NEW HYDROFLEX LOADED TECHNOLOGY ON A FEW MODELS. WHAT ARE THE BENEFITS OF USING IT?

Matt - The technology definitely pushes the boundaries by creating a very strong, yet light board, and allows the surfer to manually adjust flex by pumping up or releasing the pressure through a valve and standard hand pump. We've been making them for Chris Ward and other top team riders, and everyone is really into them.

Photo: LOST
The LOST Plank board

BNQT - THE "PLANK" MODEL IS SUPER UNIQUE; IT'S LIKE A FUNKY RETRO QUAD. WHERE DID THE DESIGN FOR THIS COME FROM?

Matt - Like most boards of this genre, the inspiration came from being overweight. Combine getting older and dealing with crowds, but still wanting to rip, and you get boards like the Plank! It paddles like a longboard, but still arcs and turns and is playful like a modern hybrid.

Photo: LOST
A new addition to the LOST line-up is the surfskate.

BNQT - FINALLY, TELL US ABOUT THE NEW SURFSKATE LINE AND HOW YOU SEE THEM IN THE MARKETPLACE.

Matt - The ...LOST Surfskates are a blast from the past, back from the days when surfboard companies were the leaders in skateboards as well. All the ...LOST surfskates are based off our popular surfboard models the Rocket, the Blunt, the Scorcher, etc.