Midland’s Lost Gen Shines At New York Fashion Week

Midland and Odessa aren’t often mentioned in the same breath as global fashion capitals, but one local brand is changing that.

Lost Gen, founded in 2018, made its mark this week by taking the stage at New York Fashion Week, proving that creativity from West Texas can shine on the world’s biggest runway.

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Lost Gen's Humble Beginnings

The journey started small—just sketches, rough drafts, and trial-and-error T-shirt designs.

Over time, the brand built momentum through its standout “Most Hated” hoodies, which sold more than 500 pieces strictly by word of mouth.

Pop-up shops, local markets, and community support helped solidify Lost Gen’s reputation in the Basin, but the crew admits the passion waned for a time.

That changed when he partnered with co-owner Izaya Ruiz, who brought sewing expertise and renewed energy to the project.

Together, they sharpened their craft and began organizing their own shows, including the well-received “So Far So Good” fashion event in May 2024 in Midland.

Collaborating with local creatives like MidlandThriftco, Prieto Photography, and Concrete Gallery, the show proved that high-level fashion could thrive without corporate backing.

From Midland to New York City

The momentum that the group generated essentially carried Lost Gen to New York.

Instead of casting unfamiliar faces, the team chose to highlight their roots by bringing along models from Midland–Odessa: DLO, Mae, Orlando, Ian, and Jaii.

It felt like bringing home a state championship trophy. What could be better than showcasing our city on a stage this big? -Lost Gen

The New York debut included a Times Square billboard on September 9 and their runway show the following day, unveiling the “Military Denim” collection.

The line was inspired by the founder’s father, who is battling cancer and remains the brand’s personal symbol of strength and resilience.

For Lost Gen, the milestone is more than a fashion triumph—it’s a testament to the creative spirit of Midland–Odessa.

Read More: Travel the World Without Leaving Texas

As the team walks through Times Square, already planning their next move, they carry a piece of West Texas with them, proving that inspiration born in the Permian Basin can stand tall on the world’s stage.

Not bad for a few locals from the Permian Basin huh?