From Midwest Roots to National Fame: Racine’s Estevan Longoria Elevates Lost Files

When Racine native Estevan Longoria launched his streetwear brand, Lost Files, in 2021, he had no idea how quickly his Midwest-inspired fashion would capture attention across the country. What started as an idea fueled by creativity, hard work, and local resources has grown into a nationally recognized brand—most recently spotlighted by TMJ4 News for a collaboration with the Milwaukee Brewers on a unique shirt giveaway.

Growing up on Augusta Street, Estevan stayed close to his roots even as his ambitions expanded. After earning an associate degree in business management from Gateway Technical College and a bachelor’s degree in marketing from UW-Milwaukee, he dove into fashion by teaching himself manufacturing, design, and brand development through YouTube, books, and direct communication with suppliers. By 2021, Lost Files was officially launched, powered largely through social media platforms like TikTok, Instagram, and Twitter.

Despite launching during the pandemic, demand quickly took off — with 90% of orders coming from the East and West Coasts. But for Estevan, staying in Racine County was intentional. Lower costs, access to warehouse space in Franksville, and a strong sense of Midwest identity helped shape the brand’s growth.

“Racine County offers entrepreneurs the space and affordability to grow without the pressure of a big city. It’s easier to start a business here, with accessible workspace, a supportive community, and the authentic Midwest spirit that makes building a brand feel genuine.”

Estevan Longoria

owner of Lost Files

Today, Estevan operates Lost Files with the help of his brother, who works full-time, and another part-time employee. With Lost Files continuing to expand, Estevan is exploring the idea of a retail space while continuing to focus on direct-to-consumer sales. He also credits the Racine County matching grant for marketing that allowed him to scale his brand visibility.

As Lost Files grows, Estevan’s story is a reminder that Racine County is not only a great place to live, but also a place where bold ideas can thrive. From Augusta Street to a national stage, Estevan is proud to show that the Midwest—and Racine—can be at the center of fashion innovation.