Lost Gen, a West Texas fashion brand, dazzles at New York Fashion Week, showcasing designs that began as sketches in Midland.
MIDLAND, Texas — A West Texas fashion brand with humble beginnings is now making waves on one of the biggest stages in the world.
Lost Gen, co-founded by Chris Bustillos and Izaya Ruiz, debuted at New York Fashion Week, showcasing designs that started as simple sketches in Midland.
“And it’s a crazy feeling, going from here to there to New York and seeing us on the big screen,” Bustillos said. “It was just nothing but gratitude, nothing but… our fruits of our labor finally paid off.”
Bustillos said the brand started small, with trial-and-error T-shirts and late nights sketching at home.
“It honestly just was an idea, something that just came to mind that I really didn’t think would spark such a big community actually,” he said. “It was actually at my house. I bought myself a MacBook, and I just started playing around with sketches and drawings and ideas. I had a friend that had a cousin who was able to make a T-shirt for us, and it just kickstarted from there.”
Ruiz, who later joined as co-owner, said his sewing skills helped bring Bustillos’ vision to life.
“One day he kind of asked me, ‘Do you know how to sew?’ And I was like, I used to when I was little, so maybe I could try,” Ruiz said. “He threw some ideas at me, and I was very reluctant.”
The duo built their reputation through pop-up shops, local showcases and support from the Midland-Odessa community. That momentum eventually led them to the runways of New York.
“It’s something that you wouldn’t think could happen overnight, which it doesn’t,” Bustillos said. “But the community that we have has built us up, and it’s given us the recognition that we’ve needed — and hopefully we can do the same for them.”
For the models who walked for Lost Gen, the milestone was about more than fashion.
“It’s just a testament to… if you find something you love, just to go after it and chase it 100%,” said model Ian Johnson.
“To think it all started in a FedEx warehouse is crazy,” added model Janna Lewis. “Like, photo shoot there, and now to see and walk in New York Fashion Week is really a beautiful thing.”
From Midland to Manhattan, Lost Gen is proving that West Texas creativity can shine on a global stage.
