May 12 recap: Lake Geneva news you may have missed today

Clothing store owner Estevan Longoria is set to open his first brick-and-mortar Lost Files location at 607 W. Main St. in downtown Lake Geneva. The store is set to feature what Longoria calls “Midwest street ware” including shorts, sweaters, T-shirts, hoodies, hats and tote bags. A grand opening for the store is scheduled to be held May 16. Longoria has operated his business as an online store since 2021 selling products through the website www.lostfiles. store. Last year, he began designing clothing items for the Milwaukee Bucks and Milwaukee Brewers including a T-shirt for the Brewers that was used as a giveaway program as part of the organization’s Wisconsin Artist Series. He also designed hats, T-shirts, pull-over sweatshirts and knit sweaters for the Milwaukee Bucks, which were sold in the team’s pro shop. He started his clothing brand based on his goal to start his own business and his interest in fashion. Longoria said he is now looking forward to opening his first brick-and-mortar store in Lake Geneva and may open other locations in the future.