The Creation of Lost Avenue
In early 2023, best friends Hayden and Carter designed and founded “Lost Avenue,” a modern clothing line, established to celebrate the journey experienced, while working to achieve something bigger. Based in Kamloops, the brand Identity strives to combine contemporary street fashion with the go anywhere feel. They’re clothes are for people who want more than just a hoodie, we want to connect people with the reminder of why they started on their path, while introducing them to our spin on modern fashion.
Hayden and Carter, lifelong hockey players and friends, grew up around the sport. Hayden, from a small town in BC, spent countless hours in the gym and at the rink working on his skills. Carter, who was born and raised in Kamloops, found his passion and path for hockey at a very young age through community teams. They began their friendships when they moved down to Abbotsford together to begin what would be a very exciting and rewarding hockey career for the two. As they advanced throughout their hockey careers, they had many rewarding experiences while wearing their team apparel, but in their eyes much of the apparel tied to the sport felt exclusive. Their idea – use their connections they had created throughout their years of hockey and begin a brand goal oriented to bring back connection to hockey as a whole, as much as team rivalry is important. They felt it was also important to remind many of the players that are on similar paths, wanting to remind players to celebrate and reflect positively on their past journeys and the paths ahead. As global hockey isn’t just a sport for most Canadian kids, it’s their way of life. They envisioned a brand inspired by hockey culture and the achievements made in the sport and the sense of belonging and connection within the sport, not just the team, designed to resonate with anyone.
The creation of the brand began, in 2023, they launched their first website while working from a storage unit in Kamloops. The modern clothing brand that was created aimed to celebrate the passion they both had and the lessons they learned off the ice. Rather than focusing on hockey itself, their designs reflect the spirit of the game – the grit, heart and passion it takes to achieve greatness. Complying the elements that represented the brand and blended it into stylish everyday apparel.
Since its launch ‘Lost Avenue” has resonated with a wide audience, from young professionals in the WHL seeking inspiration and connectedness to pro hockey players who are passionate about their careers and personal growth. The brand’s emphasis on discovery and authenticity has struck a chord, many of “Lost Avenue’s” customers describing their clothing to be more than just a hoodie, but rather a reminder of their goals and the path to get there.
As Hayden and Carter look to grow the brand and the identity, they have plans on fueling their audience’s engagement by creating social media content, and showcasing their brand’s grit and determination behind the scenes. Their plan includes an in-depth short documentary on the creation of “Lost Avenue,”. As well as the accomplishments and challenges faced while starting a brand, stepping out of their comfort zone and exploring a different world while they strive to create something that they hope consumers have a long standing identity with.
Their journey is just beginning and their passion is only growing stronger every day. Hayden and Carter are striving to inspire others to embrace the journey along the way, pursue their passions and wear their stories and who they are with pride.
The Creation 