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Behind the Brand with Libel

Behind the Brand with Libel

We recently caught up with Lisa Diedricks of Libel to chat through the past 6 months of Lost In Nowhere. Get a behind the scenes insight of Lost In Nowhere 
and owner Shay Taylor in his latest interview with Libel. 

We recently caught up with Lisa Diedricks of Libel to chat through the past 6 months of Lost In Nowhere. Get an insight to the brand with Lost In Nowhere owner Shay Taylor. 

"From day one, Shay Taylor has always been one to break the mold and live life in such a vibrant and contagious manner, that no matter who he spoke to, they walked away feeling great"

 "More recently, I got to chat with the man behind the brand, and got a little more in-depth about what LOST IN NOWHERE is really about" 

Where did the idea come from? Where did it all start?

It all started on a solo roadie north… after two days of surfing my brains out on the shippie points, walking from break to break, I remember saying to myself, 'shit I’m Lost In Nowhere'… and in 4 months I’m doing an interview.

What inspires you in your everyday life?

For anyone that knows me – I have a new moment of inspo almost everyday.

I believe everyone has a story to tell and a lesson to teach me so I try and take everything as it comes and craft life based on those journeys. If I can make someone’s day a little better each day – I’m doing my job.

Where do you see the brand in the next 5 years?

A household New Zealand brand, that’s the vision… We’re taking everyday as it comes, we’re learning on the fly, developing on the daily and we’re stoked to have some early adopters and fans of Lost In Nowhere.  Let's catch up in a few years and look back on this statement, ha!

Who helps you create the beauty behind the product?

The beauty for me comes from the people that wear our stuff.  I literally saw the Clooney Club boys (check them out) rocking their Lost Tee’s three days in a row. Love to those kings and queens who send through their snaps, keep 'em coming.

In terms of the actual team, we’re a motley bunch with a common love for beach life – oh besides our photographer Laura, she hates waves ( – We still love her though. Nicole our graphic designer – she makes all my pencil drawn visions come to life.

And our models Becca and Mitch – who I’m sure, are going to get sick of free threads and beers. One day they’ll text me saying they’ve landed a job shooting for some major brand #modlife

Do you incorporate your everyday mantra into the business?

Absolutely, everything we design has a story behind it. At our core it's the thirst for that never-ending dream of that day, that moment, that something. For me it’s not all about selling fashion items, every individual that likes our product will resonate with our designs in their own way, but if Lost In Nowhere can encourage people to do the things they’ve always dreamed off, like starting a fashion label, then that’s more impact than a tee shirt will ever have and hopefully through that we become a brand people love.

Was the success of the business a surprise to you?

I’m a pretty undercover dude when it comes to personal ventures, so exposing myself through the brand was pretty nerve wracking… But I’m super stoked at the response to date and we’re growing daily.

When you’re not promoting the brand, what do you get up to?

Checking the surf reports. Checking again…Booking flights to Indonesia and then checking the surf reports again…yeah that’s pretty much it…

Outside of Lost In Nowhere I work as a Brand & Marketing Manager for a Global Fitness brand and enjoy a few too many beers with mates in between waves. I also have a goal to read 10 books this year currently, only two down so I guess the next 6 months will be made up of some serious reading.

What are you currently into this season for fashion? What are you looking at for your next creation?

Hmmm I don’t really follow trends as such, a pair of ripped jeans, a tee and some vans is pretty much me. In terms of our next creation we're spending some time in Canggu Bali and Byron over the next three months so we will take some inspo and bring that through our summer drop… We’re also experimenting with organic cottons, so stay tuned.

Who in the fashion industry are you currently following?

F*king Ralph Lauren of course… Jokes aside. Byron Bay locals Afends and In Minds Eye are at the top of the list. Check 'em out.

Do you think there’s a gap in the NZ market right now for what you have going on?

I’d love to say yes! But kids these days have so many options with the fashion world being accessible at the scroll of a thumb. I do believe there is a growing trend in supporting local and as a shopper I personally get so much more value knowing where, how and who is creating my wardrobe.

As a brand we're not here to compete with the commercial giants, they have their place… We’re more interested in doing cool shit for the collective that believe in our brand, we want people to cut, rip and wear the shit out of our products, we’re not some expensive Saturday night brand.

What do you think the industry is lacking right now?

More fair-trade, more enviro friendly yo.


For the full interview check out

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