Sometimes, you sit around in your living room, drinking beer with your buddies and talking about some crazy scheme that will make you all rich. Well, while you've been figuring out how to market your three-foot-long beer straw, the folks who created Lost have built an international surf and skate brand. With roots in reality (surfing Dana Point, boarding Mt. Baldy, skating the Uplands pipeline), Lost isn't just some corporate mess trying to follow a trend; it has been defining the trend ever since founder Matt Biolos started dressing up the boards he shaped with his custom artwork over two decades ago. Lost's full line of men's and women's clothing and beachwear sums it all up: Lost is trying something new, it's the beach, it's the street, it's rock and roll, and it's just plain fun.