Lost Turtle, a young brand with a classic appeal.

Big things often have small beginnings, similar to baby sea turtles digging themselves out of the sand and instinctively beginning their journey of exploring and growing within a vast world. Much of the same can be said about this young brand from a small coastal town of Margate in Kwazulu Natal; with humble beginnings and a classic touch. We caught up with founder Siseko Mhlana to find out more about Lost Turtle and the inner workings of his clothing brand.

First and foremost, tell us about yourself and where youʼre from.

I’m Siseko Mhlana from Margate on the South Coast of Kwa-Zulu Natal.

Tell us about your brand, Lost Turtle… why such a name? How did it come about?

The name came about while I was talking to my manager at the surf shop I used to work at as we were discussing the history and meaning behind the names of the brands that were out there that didn’t make sense at the time but are dearly loved now.  I noticed that you could name your brand anything and as long as its core ethos resonated with the community you want to represent and are willing to champion.

How long has it been out here?

The brand has been around since early 2019 with the first 10 t-shirts being released in July, and I haven’t looked back since.

What inspires you to create?

At first, it was trying to make stuff that looked cool but over time I evolved to be inspired by everyone that I met and interacted with from being able to travel for a couple of years.

How would you describe the style of art that you imprint on the apparel?

Lost Turtle is a skate/surf brand heavily inspired and influenced by what the locals choose to wear and how they choose to wear any piece.  I love the style and look of old school prints as they work as storyboards and posters to say something.

Who would you say is the target market for the brand?

I don’t really have a specific demographic as the brand has slowly evolved, and with so doing I have noticed that people have grown with us and we have attracted more people.

Your vision for Lost Turtle,  Where would you like to see it 5-10 years from now?

I would like to have a handful of flagship stores around the world that can help me uplift smaller, local brands and give them international exposure.  I wouldn’t mind having a dedicated team to help grow the brand from strength to strength.

With the COVID pandemic being the new norm, what are the current challenges of running a streetwear business during such times?  Also, what do you anticipate post-COVID? 

It’s been crazy as a lot of the things that I had planned had to be pushed back or just completely cancelled.  I took the multiple lockdowns and hindrances as little breathers for me to learn and to re-think my approach to how I ran everything.  There are some challenges that will still hinder the brand and many others as well.  I am hopeful though and walk away with plenty of inspiration for future releases.

What separates your brand from other independent streetwear/culture brands in SA?

To be honest I would have to say it’s the community that the brand has been adopted into.  Not having a strict demographic that I focus on has allowed the brand to be easily adopted by those who come across it.  We don’t chase the crowd and that seems to have set us apart from everyone.  I am grateful for the community.

Whatʼs currently in the works that we can expect to see next from Lost Turtle?

I got some stuff cooking in the kitchen and just released an Instagram Filter called Stolen Moments with Lyle Minnaar and Lost Turtle Tapes Volume 3 curated by Your Uncle Garry.  There are many little projects that are going to be dropping soon so stay tuned.

As the brains behind Lost Turtle, what need or desire do you think you are fulfilling with this brand?

I am hoping that when someone finds out that the brand started out as a simple idea from a guy in a small town, they are inspired to do something of their own.  Ultimately, I am hoping that this brand can rally the lost turtles out there together and give them a place and common ground to push themselves further.

Follow Lost Turtle on IG: @lost_turtle_apparel