Irvine-based designer Lost Clothing has brought on staff and refocused with a new president at the helm. Tim Garrett took the role in January and spent the past few months stepping up the edgy brand’s operations and marketing. About 10 people were hired, including several managers in art and sales. “We have brought on a lot of people lately, and I want to get everyone working together efficiently before we think about bringing on new personnel,” Garrett said. “We have to stay focused.” Lost clothes and accessories are made under license by Irvine-based La Jolla Group, which also makes garb for O’Neill Clothing and Rusty. Garrett, former vice president of marketing, was promoted to Lost president a few months after Kelly Gibson, former chief executive of O’Neill and Lost, left to head Costa Mesa-based Rip Curl USA. Already Benefited The company already has benefited from having its own president, said Joel Cooper, Lost’s chief executive. “It’s what we needed,” Cooper said. “You can’t wear two hats. Not in the competitive environment that we’re in. Lost fights as competitively against O’Neill as it does Volcom or any of the surf and skate brands.” Garrett’s main focus: improve the punctuality of Lost’s clothing deliveries to stores. That was the “biggest issue” facing the brand, he said. Lost tried “to do too much every season and we were constantly behind calendar on launching our line and ultimately delivering it,” Garrett said. For spring 2008, the company came out with styles earlier, which “helped us get in front of the retailer before” they made all their buys for the season, Garrett said. “It’s great to be early,” he said. “But you have to have great product.” Lost’s new designers improved its offering, which has gotten great reviews, Garrett said. The company has seen a “significant” increase in orders of men’s shorts, T-shirts and clothes for girls and young women, Garrett said. Lost has invested a lot of time ramping up its clothing and accessories for “girls”,industry speak for teens and young woman,one of the brand’s biggest drivers, Cooper said. “We have made huge strides,” Garrett said. Swimwear Launch Lost recently launched its first swimwear collection for girls and brought on a designer who works closely with the lead girls clothing designer. The brand also created a national sales position to build on the buzz and momentum at stores, Garrett said. At a recent trade show, buyers came to Lost to check out swimsuits and also placed orders for girls clothes, Cooper said. “The launch of women’s swim has elevated interest in our women’s sportswear,” Cooper said. Lost has stiff competition. Most of Orange County’s surf and skate companies have growing girls lines, including Huntington Beach-based Quiksilver Inc., with its Roxy brand, and Irvine-based Billabong USA. Lost has carved out a niche for itself with rebellious marketing and vivid graphics inspired by surf and skate culture. The brand also has surfboards, which are shaped in San Clemente, and makes surfing videos. Shirts, shorts and other Lost garb is sold in surf and skate stores, including Jack’s Surfboards in Huntington Beach and Anaheim-based Pacific Sunwear of California Inc.’s shops. The brand’s sales were estimated at about $30 million in 2005. Sales have grown but Garrett declined to give specifics. Lost has made strides, but it has “a long way to go as a mid-level, growing brand,” Garrett said. He said he’s looking to increase sales of girls, boys and men’s clothing, particularly board shorts and T-shirts, the brand’s bread and butter.