The ...lost story began in 1985 when Matt Biolos and a bunch of school friends were just doing their own thing, snowboarding at Mt. Baldy, skateboarding at the Pipeline in Upland, and surfing in Dana Point. They called themselves "team lost". Thus the name ...lost got scribbled on books, t-shirts, benches, tables and eventually clothing.
Matts first surfboard he shaped was called a ‘Ratz Ass’, as in I don't give a ...... His second surfboard was labelled Mayhem- synonymous with their subversive attitude. By 1992, Matt began putting his art on T-Shirts with a ...lost logo. ...Lost grew to make trunks, shorts, pants, hats, jackets, and snowboard gear.
In 1993 ...lost made its first video, Momentum III, which showcased the fledgling surf, skate and snowboard teams along with everyone who lived at the ...lost House. The video, was meant to be a joke and only for their friends, but its popularity led them to produce their first real video titled What's Really Goin On in 1995.
The original ...lost house had the ...lost ramp out back and ...lost Enterprises operated out of the living room. This lasted until the house was condemned in 1996 and ...lost moved to San Clemente.
“Since those wild beginnings, ...lost has spread slowly across the world but continues to run off the same philosophy it started with. The...lost thinking now flows through its art, music, films, athletes and clothing - but that sounds like some PR firm wrote that for us.
So ...Lost is whatever you think it is."—Matt Biolos
... lost has been a mainstay in surf culture since 1991 or 1993, depending on who remembers how it all started! Today the brand remains true to its roots and core principles, being one of the last truly authentic surf culture brands amongst a sea of facsimiles, knock-offs, and hanger-on's.
Today, Matt “Mayhem” Biolos combines his designs and art over a range of products and being one of the world’s great surfboard shapers, ignites a new generation of young men and women who are devoted riders of its branded shapes.
This combination of hard goods authenticity, and soft goods fashion expression, allows the brand to dictate surf trends rather than follow them, while appealing to the youth at large who choose ...Lost as their symbol of authentic expression within an over-commercialized beach culture.
Further capturing the spirit and imagination of the brand’s loyal followers is its range of fashion apparel, which both expresses the core tenants of the brand’s subversive attitude, while embodying the spirit of youth culture in general.