“We love to see the people who purchase our products create their own style with it, and feed the culture we’re trying to build.'
The Lost In brand branches off from this notion through its collection of T-shirts, sweatshirts and hats . Adorned with various logos promoting local love, one design in particular combines a few pieces of significance for George. “I wanted to make it a cooler version of the TTC line design that I grew up with,” she says of a graphic on Lost In’s goods that feature a subway map bookended by a pattern that represents a heartbeat. “Subway lines are the heart of the city,” George notes.
Lost In’s offerings have expanded to also include an homage to the New York borough of Brooklyn. “New York has an extensive subway line,” says George of why she chose it as the next city after Toronto to represent through her label. “It’s somewhere that I feel very comfortable. It reminds me a lot of Toronto except it’s busier and bigger.
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