The LostGen
Founded in Midland, Texas in 2018, The Lost Gen broke out with its Most Hated hoodie line — more than 500 pieces sold on word of mouth alone — before debuting its Military Denim collection at New York Fashion Week, a collection inspired by the founder’s father. The West Texas label casts its runway models from its own Midland–Odessa community.
Profile
The Lost GenThe numbers tell the grassroots story: five hundred Most Hated hoodies moved with no ad spend, just West Texas word of mouth — proof of demand before the label ever saw a runway. Military Denim, the New York Fashion Week debut, deepened the project into something personal: a collection built around the founder’s father.
The community casting is the brand’s most distinctive act — Midland–Odessa faces walking the label’s biggest stages, hometown carried onto the runway. Paris continues that: The Lost Gen shows Saturday Afternoon at Espace Cléry on October 3.
Paris Fashion Week SS27
1 showEvent access
See The Lost Gen live
The Lost Gen shows at Paris Fashion Week SS27 on October 3, 2026 at Espace Cléry. Leave your email for access details and ticket alerts from The Bureau.
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