Lost boys Stay as young as you can, for as long as possible
Brand Book
Background of the brand When we grow up we mostly end in a circle of working and sleeping which belong to a serious life, in which we have to leave all our youth memories and dreams behind, where discovery and adventure is suddenly disappearing, Where impulsive changes into responsibility, and adventureand curiousness disappears behind a desk and a working day from 9 to 5. Focussing on the future means leaving your youth and dreams behind, focussing on something more important, growing up, childish behaviour is suddenly no longer acceptable.
Vision All children are youthful, the problem is how to remain youthful once they grow up.
Mission Being mature without losing the child in ourselves.
Ambition Showing the whole world maturity is possible without losing the child in ourselves
Central theme Stay as young as you can, for the longest time. Lost boys wants to show how important it is to never give up upon a youthful lifestyle and impulsive behaviour, to never stop dreaming the way you did once you were a child, and never stop acting like one. On the outside you can reflect yourself to the world as being mature, but on the inside you can stay young, youthful, and fresh with a positive and adventurous view on life. You are never too old to be impulsive, adventurous and youthful. Getting older doesn’t mean you have to give up your life and goals.
Central value Youthful Lost boys always thinks in a youthful way. Growing older doesn’t mean your life will end behind the desk. There is enough space for impulsive behaviour Pick up your youth dreams! To stay open minded is really important because without doing so you will lose the will to end up in adventure and impulsive situations.
Functional value: Combining youthful and maturity We focus on being mature and reflecting it to the outside world, on the other hand we also want to stay young, active, open minded and youthful. We give maturity a youthful twist.
Expressive values: Mature, impulsive, open-minded Getting older asks for a certain maturity and responsibility, but this doesn’t mean we have to lose our impulsive and youthful spirit. We can show our mature part on the outside by the way we dress and act but on the inside we stay young. When thinking back of our youth and our self being a child we always remember how easy it was to do things without thinking. Impulsive behaviour was common for every child. The brand acts impulsive as well. Not only when we were young we acted that way, but we still do! People will always recognize us on our youthful spirit We will never loose it. Think positive, young and fresh to keep your life that way Lost Boys has a fresh, smooth, original image which reflects its free spirit and its attitude.
sourcelist Zoo magazine 2007 no 13 Homme + Arena Sept 2008 Homme + Arena June 2008 GQ Style Summer 2007 GQ Style Winter 2009-10