Irvine-based Lost Enterprises will resume design and production of its apparel lines, which are currently handled by La Jolla Group Inc., a marketer of various action-sports clothing brands under licensing agreements.
Lost also makes surfboards and skateboards, with clothing an extension of the original brand.
La Jolla Group, also in Irvine, counts O’Neill, Metal Mulisha and Rusty among the apparel brands that remain in its stable under licensing deals.
La Jolla Group’s annual revenue is about $200 million, according to a Business Journal estimate. The company does not break out revenue by brand. Lost is thought to be among the larger brands it handles, by revenue.
Lost co-owners Matt Biolos and Joel Cooper told California Apparel News that the company will resume design and production of apparel after the fall 2011 season in a bid to better align the clothing with the surfboard and skateboard brands. Biolos told the trade publication that the apparel will be “lighter, more fun, more colorful” with in-house design and production.
“There was a disparity between the clothing and the boards,” Biolos told the trade publication. “The two parts of the business didn’t relate to each other. Taking the apparel back [in-house] gives us a chance to do our own thing. We want our vibe to be consistent.”
Lost produced T-shirts and some other apparel in-house before a licensing deal with La Jolla Group sparked significant growth. Lost recently began to reassemble an apparel team, hiring designers to begin work for offerings beyond the coming fall season. The effort will continue in various segments where the brand won followings under the licensing deal with La Jolla, including boardshorts, T-shirts, denim and accessories, among others.
Lost plans to suspend production of women’s lines that had been produced under licensing with La Jolla. Biolos said the company will consider new women’s offerings next year.
La Jolla Group executives could not be reached for comment.
