Meet Lost Hearts, the zero-waste Brisbane label creating pieces from upcycled materials
Photography by Madeleine Barklimore
Words by Izzy Wight
“At its core, Lost Hearts is about sustainability.”
When it comes to slow fashion, the beauty is often in the imperfections. Not flaws, per se, but rather the details that make each piece feel personal. Brisbane-based Caitlin Reid created her label Lost Hearts after she started sharing her thrift finds and sewing projects on Instagram back in 2019.
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Using upcycled materials, Caitlin would cover any fabric imperfections with an embroidered love heart – a trademark that gave her label its name. Now available online and in Brisbane stockists, her zero-waste collection ranges from scrap material handbags to minidresses made from secondhand terry towelling. Below, she speaks on the evolution of the Lost Hearts label.
Tell us about you. What’s your fashion background?
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I have loved fashion for as long as I can remember. My mum often tells me that even as a kid, I always chose fashion over function (often to my own detriment), and the only thing I ever fought with her about was that I wanted to wear what I wanted to wear. My aunty taught me how to sew when I was little, and I’ve been sewing ever since. My passion for creating my own style has only grown since then.
About five years ago I started @cutebutconscious, my Instagram page where I share my thrift finds and sewing projects, and it kind of grew from there. My ‘grown-up’ job is as an engineer in the sustainable buildings space, which is quite different, but I like that the sustainability principles I learn at work can translate into my creativity.
How did the label get started? Talk us through the process and the challenges.
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Lost Hearts launched in September 2022, but I had been playing around with the idea for a few years. I loved to sew, particularly with secondhand materials, often sourced at op shops. These would sometimes have small imperfections that I would cover with embroidered hearts.
That is where the name ‘Lost Hearts’ came from – [my] pieces have a ‘lost’ heart embroidered somewhere on them… [which] is yours to find! I found the process of actually starting and putting pieces out there really challenging. It is so hard to make something and say to the world ‘I like it, I hope you like it!’ I recently did a pop-up store for a week at Studio on Brunswick in Brisbane.
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The first morning a complete stranger walked in and bought a few things and I burst into tears when she left. It was the first time I had seen someone just happen across what I make and love it, it was such a special feeling.
What were you trying to achieve from the project at the time? How has this evolved and what are you trying to communicate through the brand now?
The goal of the brand has largely stayed the same since I launched. At its core, Lost Hearts is about sustainability. I want the brand to embody what I expect from the fashion industry now and in the future. Not buying clothes or new clothes is the most sustainable option, but I want to show that new clothes can be sustainable if done properly.
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Each Lost Hearts piece is made from entirely recycled materials, by me, on my very old secondhand Janome machine. My thank you cards are plantable with seeds in them to encourage recycling. I have a piece called the Bobble Bag, which is made entirely from scrap material and stuffed with offcuts and threads, which is how the brand is zero waste. I also offer a circularity program where you can return your piece if you no longer wear it and get a discount on your next item. I then recycle those pieces into something new!
How would you describe your label to someone who’s never seen it before?
When I get asked about the style of Lost Hearts pieces, I call them ‘fun play clothes’. They’re the epitome of summer ‘chuck-on’ pieces that work both for the beach and drinks after! I love using vintage and colourful fabrics, but in classic styles so you can wear them for years.
What are you most proud of in your work on your label?
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I am really proud of the pop-up shop I created. It was so much work to prepare but the absolute joy of seeing a proper little store full of things I made was such an incredible feeling. I am also proud of the sustainability ethos of the brand.
What do you wish you knew when you started?
It takes time! Building a label – from the actual process of making the pieces to trying to grow an Instagram following from scratch – takes so much longer than I expected. But it does eventually get there. I am so proud of where it is today compared to a year ago.
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Mostly, I am really happy that I actually stuck it out. There were so many times when I felt like it wasn’t worth it to keep making things and putting them out there for no one to be interested. But recently, I’ve seen the hard work actually pay off and people want my pieces.
Who do you think is most exciting in Australian or New Zealand fashion right now?
When I think of exciting Australian or New Zealand fashion I immediately think of Maggie Marilyn! They make such quality pieces but with a fun twist. The mini white dress with a heart cutout on the back absolutely has my heart. Just like Lost Hearts, sustainability is at the core of what they do.
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Another brand I love is Par Moi. I think they make the most beautiful, timeless pieces. Charlee Swim is another brand I’ve followed for years and just adore. They often share their little sewing setup and I love that it’s a small production and ethically made here in Queensland.
What about the Australian or New Zealand fashion industry needs to change?
We are still at a place where we overconsume fashion. I think we need to move towards developing our own timeless style and not jumping on every trend (easier said than done!). Embracing hand-me-downs and swapping with friends is a simple way that we can all make our wardrobes a bit more sustainable. And of course supporting local and sustainable designers, rather than fast fashion brands!
Go-to dinner party playlist?
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I thrifted a vintage record player a few years ago and it is always on when I’m hosting a dinner party. I have a lot of old records that I’ve picked up at op shops that I love to pull out. My favourite is ‘Baby I’m Yours’ by Barbara Lewis (I thrifted it for two dollars!).
Who is in your wardrobe right now?
My personal wardrobe is almost entirely made up of things I’ve made or thrifted. I love that it means everything has a backstory. When someone tells me they like what I’m wearing I love being able to respond, “Thanks, I made it myself!” or “Thanks, it cost me five dollars!”
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My most treasured pieces are the ones that belonged to my mum. I have an amazing green linen dress she wore to a wedding in the ’90s that is completely back in fashion now. I also love how special it feels to wear something that my mum wore when she was younger!
How can we buy one of your pieces?
On my website! Alternatively, I recently started stocking my pieces at Practice Studio in Brisbane.
Browse the Lost Hearts collection here.
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