CAPSULE ONE

Over the last year, you guys will have seen us posting quite frequently about East London-based brand Lost Paradise.
Lost Paradise places the utmost importance on high quality and fine detailing, creating unique pieces designed with a mixture of cultural influences.
We caught up with Founder & Director, Alex, to talk about the brand and what the Capsule One Collection means to him.

Well, Alex, let’s start easy… what’s your background?

Well, I do not have a ‘formal’ design background, in fact, my university degree is so far removed from design. But, I had an idea and passion, and just started to connect the dots, bringing everything to life. Before starting the brand, I would customise my old denim pants and I've always had a real love for creating one of a kind pieces. Something that began in my bedroom has now grown into a brand which conveys the details and effortless nature of pieces I am drawn to.

Explain the brand name: “Lost Paradise”

I devised the brand name a number of years ago. For me, it conjures up a juxtaposing idea of being Lost; unable to find your way or navigate difficult situations and Paradise; reaching your destination and place of freedom. Lost Paradise is the attainment of that Paradise and freedom. The brand message is an encouragement of that journey and perseverance through the trials and tribulations we all face.

In this current landscape of overnight brands, how do you find it navigating through a saturated market?

It is definitely over-saturated with new brands popping up every day, but I really feel if you stay true to your identity and vision and create content that people can feel and understand, it will always reach the people it is meant for.

How about a physical store, a pop-up or such?

We recently announced a pop-up which was scheduled for this year in Box Park, Shoreditch. Unfortunately, this has been pushed back to early next year, due to COVID restrictions. I can exclusively reveal it has been rescheduled and will be in February 2021. I am really excited to showcase the new pieces and interact with our Lost Paradise community.

Being that you are a new brand, in what quantities do you produce your products?

We work with UK and European manufacturers and fabric distributors, creating our products. As a result, we do not mass-produce. Along with being a more sustainable, eco-friendly way to produce products, it also means that I am able to quality check my designs at each part of the manufacturing process. On a whole, we thrive on quality rather than quantity.

In an ideal world, which stores would you like to be stocked in?

There are far too many to name but just to pick a few, it would be SSENSE, Selfridges, END & Maxfield.

What are 3 key pieces of information which consumers should take away from this interview?

One of them is the thought process behind each release, so far and in the future. Every piece is designed with our Lost Paradise community in mind and our designs are scrutinised at every part of the process. Secondly, our journey so far and exactly what we are planning for the future. We hope to build on the great success we have seen already and take the brand and designs to the new heights. Lastly, it would have to be that Lost Paradise is more than just a clothing brand and we are telling our stories that resonate with people.

Have you experienced any Brand milestones yet?

Every time a collection I have released gets sold out, it is the most exhilarating feeling; to have people love the products I have designed, created and put my all into. Alongside this, securing my upcoming pop up was a real milestone. To have a pop-up in Shoreditch, East London, feels quite poignant. I was raised in East London, and have visited the pop-up shops there countless times as a consumer. It feels great to have my first in-store experience, in a place that feels like home.

What other products can we expect to see from you all soon?

We have a capsule collection releasing on Monday 23rd November, which we are really excited about. This collection, once again, epitomises the Lost Paradise ideals of high-quality, discerning design.

What’s been the biggest challenge for you so far?

The biggest challenge has definitely been running the brand as a business, as it quickly became apparent that creating clothes is a very small part of everything that goes on. There is a lot that goes on behind the scene, in terms of marketing and finance - and not having a big team can make it quite demanding.

What’re your favourite pieces from the new collection?

Personally, my favourite piece from the Capsule One Collection would have to be the Beige Rain Jacket, as a lot of time and craftsmanship went in to create the final product. Through this piece, I also feel I have pushed myself in terms of the boundaries in terms of what the brand is expected to release.

What do you hope to achieve from this latest collection?

The Capsule One collection means quite a lot to me personally, and the main goal would be to continue to build on and establish the strong community and fanbase Lost Paradise has established. I would like the latest collection to reach more people, for them to understand who we are as a brand and what we represent.

How do you come up with the inspo and ideas for your products?

Every product has a backstory, a connection to our other product and ultimately, I am inspired by everything I love not only in terms of fashion but also art, music and architectural design. I feel making products with no real meaning, shows in the final work.

Post Covid-19, what are your plans for the brand? … can you give us a little taster of what’s to come?

Post-Covid, we will be reverting back to our original plan of opening our debut pop up in London and once the ability to travel normally continues, there will be international pop-ups too. We will be asserting an even stronger online presence, in our aim to grow to be an international brand.

Can we expect a collaboration with another brand in the near future?

Yes! I am currently in talks now with another brand, focusing on an accessories collection, which we are really excited about. I’ll keep you posted!

Take a look at the Capsule One Collection below: