WHO ARE YOU? WHERE ARE YOU? WHO ARE WE? WHERE ARE WE?

Lost in Toronto is a brand built on the fleeting tension between holding on and letting go. Just as the longest someone has ever stayed underwater is a matter of minutes, our dreams, too, have a limit before they dissolve into the everyday. The brand captures those fragile in-between moments of clarity, moments of disorientation—where the city itself becomes both anchor and drift. Lost in Toronto is about navigating that blur, translating the sensation of chasing something just out of reach into design that feels both urgent and ethereal.