BestBlogAbout had the pleasure of catching up with Rhys, one half of Lost Souls. This streetwear brand from Brighton that has really caught our eye this year and we wanted to know more about their journey. Check out this fascinating and personal interview on Lost Souls as Rhys breaks the story down neatly.

Who are “Lost Souls”? Tell us about your background and how long the brand’s has been going for?

We are a clothing brand it’s myself and my partner who decided to try and create a brand/ legacy for our children’s future and we launched September 2023 at the World Club Basketball Tournament after around a year of planning and preparing.

How did the idea for lost souls come about?

I’ve always been heavily into Streetwear and fashion since a kid and when my partner was on maternity leave we decided instead of putting money into other brands to create something of our own.

What is the meaning behind the name “Lost Souls”?

A lost soul is seen as someone who has battled adversity, someone who likes to be different, set trends instead of following the crowd.

Everyone’s story or struggles are different but we are for those who never gave up and kept striving for greatness. That is where the ‘for the unique’ came from as not everyone is built to withstand adversity and only a few are built to weather the storm.Not many brands from the beginning from the UK can say that they have people in USA & Japan rocking their clothing.

Not many brands from the beginning from the UK can say that they have people in USA & Japan rocking their clothing.

Rhys – Lost Souls

What were some of the obstacles that you faced at the beginning of your brand’s journey and how did you overcome them?

Our main issue at the beginning was finding a manufacturer and liaising with them to create what we have in mind. Initially we was very vague and just sent a mock up and the files and noticed this lead to a lot of back and forth and many samples.

We overcame it by researching the best way to liaise with our manufacturer to get the idea across. We then started using more in detail mock packs and giving measurements and placement of the designs this lead to reducing the amount of back and forth and number of samples.

And what stage did you see the brand start to pop off and were you able to handle the expectations?

Our first pop up show, we had a set up at the WCBT tournament where you have players from Japan, America, Lithuania and UK. Before the tournament we were a bit sceptical on how it would go as we had only been promoting the brand for a few months but the response we had was amazing and better than we expected.

Our first customer had came to us before we had even opened and was there waiting for us, not to watch the tournament but to buy our tee and that was such a sick feeling.

Throughout the weekend, the response we had from players all across the World was incredible and that is when we realise we had built a brand something that can be taken to the next level.

Not many brands from the beginning from the UK can say that they have people in USA & Japan rocking their clothing and we were blessed with the opportunity to sponsor the WCBT tournament to make it all happen.

Who or what inspires you when creating designs?

I take inspiration from my story and try to add that into the meaning of a lost soul and to be relatable.

My past inspires me. I’ve been through a lot of ups and downs and try to be relatable with the design or story behind the design.

Who are your target audience?

Our target audience are people who are unique are not afraid to set trends. A lot of our designs are out there in their own way so it’s about having the confidence to wear it no matter how big the brand is.

How important is social media to your brand’s marketing strategy?

Social media is massive in helping us grow as a small brand. It helps build a authentic following not just people who might only follow because they know you but don’t support the brand.

How do you keep up with the latest trends in fashion and streetwear?

From a teenager I’ve always been into Streetwear and try my stay up to date with the latest trends through social media outlets.

Do you have a retail outlet? If so, where are you based?

Our website www.lostsoulsuk.store

What is the biggest lesson you have learned since launching the brand?

Without patience and a plan you are destined to fail.

It’s not about overnight success it’s about building a brand and a legacy for my family.

Which brand would you love to collaborate with?

Supreme to me is one of the pioneers within the Streetwear brand movement so to collab with them would be incredible.

What should we expect to see from Lost Souls in 2024?

We are going to continue to grow as a brand and have some designs that we’ve been perfecting for a while in line so definitely watch this space as we have big things planned.

We are also planning on being available on other retail outlets and hosting more pop up events.