At Lost, we’ve always been about more than just the game of golf. From the very beginning, our mission has been to empower women through sport, style, and community. Now, we’re taking that vision even further. We are evolving beyond golf to become the UK’s leading women’s sports and lifestyle brand—one that exudes sophistication, confidence, and the timeless elegance of the old-money aesthetic.
Beyond Golf: A Lifestyle Movement
For many women, sports have traditionally felt exclusive—especially in disciplines like golf and tennis, where heritage and experience often dictate entry. At Lost, we believe that sport should be an open door, not a closed club. Our expansion into a broader range of sports and lifestyle wear is designed to create an inclusive space where women, regardless of their background, can feel confident stepping into something new.
We understand that not every woman grew up with sports as part of her lifestyle. That shouldn’t be a barrier to experiencing the joy, challenge, and self-assurance that sport can bring. Whether you’re picking up a racket for the first time, stepping onto a golf course, or simply looking for sophisticated activewear that speaks to your personal style, Lost is here to support your journey.
The Old-Money Aesthetic: Timeless Elegance Meets Modern Performance
Fashion is more than just clothing; it’s an expression of identity. At Lost, we are curating a high-end, old-money aesthetic—an effortless blend of refinement, tradition, and modern performance. Think classic tailoring, muted tones, luxurious fabrics, and an air of understated confidence. Our pieces are designed to transition seamlessly from the course or court to a café, a meeting, or a weekend retreat. This is sportswear that doesn’t just function; it tells a story.
Building a Community for Women Who Dare to Start
More than just a brand, Lost is a movement. We are creating a community for women who may not have had the encouragement to step into sports earlier in life, but who are ready now. Whether it’s through our designs, events, or digital platforms, we aim to foster connections between women who share the same ambition: to embrace challenge, exude confidence, and redefine what it means to be an athlete in their own way.
As part of our evolution, we will also be adding unisex items to our collection. We believe that style and performance should be inclusive, offering designs that cater to everyone who resonates with our vision of timeless elegance and empowerment.
We invite you to be part of this journey. To step onto new ground, to embrace sport in your own style, and to join a growing community of women redefining what it means to play, compete, and live with confidence.
Welcome to the new era of Lost—where sport, style, and sisterhood meet.
#StayLost