Midwest-inspired streetwear brand partnering with major brands

A clothing brand from Racine continues to grow and grow. It's a Midwest streetwear brand that has partnered with some of the most well-known companies and organizations across the country. Now, it's opening a storefront in downtown Lake Geneva. Lost Files is a clothing company that blends Midwest culture with street fashion. In all their clothes, they represent the Midwest. The company's tagline is 'From the Middle, to the World'. It's new storefront will be at 607 W. Main St., Lake Geneva. “I don't know of too many brands really incorporating the Midwest into streetwear, so it's a pretty cool fusion of those two things," Estevan Longoria, the creator of Lost Files, said. Read More: https://www.tmj4.com/news/local-news/in-your-community/walworth-county/midwest-inspired-streetwear-brand-lost-files-opening-flagship-store-in-lake-geneva _________________________ TMJ4 News in Milwaukee, Wisconsin is your source for local breaking news, in-depth investigations, the latest weather and traffic, and livestreams on news happening right now. Subscribe to the TMJ4 YouTube channel: https://www.youtube.com/@tmj4 Watch 24/7 TMJ4 live coverage here: https://www.tmj4.com/live Download the TMJ4 app: https://www.tmj4.com/apps Sign up for the TMJ4 Newsletter: https://www.tmj4.com/newsletters Watch more TMJ4 on YouTube: https://www.youtube.com/@tmj4 On The Go with James Groh: https://on.tmj4.com/3V1oLvH Milwaukee Tonight: https://on.tmj4.com/3UZroya