Sup, I'm Michael!

And this is my fashion brand Coral Culture. I wouldn't call myself an enthusiastic fashion expert, but I feel that current fashion lacks a bit of the story behind the designs. We wear many of our clothes without thinking about where they come from, who made them, and what they stand for. Combined with fast fashion and trend chasing, this leads to unnecessary time consumption and environmental impact, especially through reselling.

Mission

I'm human. I feel fear. I have dreams. I make mistakes. I have good and bad days. All of that is part of life, but in this fast-paced time, we often lose sight of the important things. We stress ourselves unnecessarily and spend too much time on our phones. Social media contributes to that by only showing us the highlights of others' lives. Indirectly, we compare ourselves to that. I want to make a statement with my clothing. Every piece has a special meaning, a lesson I've learned in my life. Whether it's the famous quote 'Memento Mori' or the realization that things are often only truly appreciated once they're gone. I want you to be able to identify with my designs and see yourself in them. I want you to live your life more actively and be grateful for this unique opportunity.

Vision

Of course, my brand is also about me—anything else would be a lie. I want to share my thoughts and designs with the world and, in doing so, build a community that supports and inspires each other. I want to question the relationship we have with clothing and encourage you to consume more consciously. Clothing is worn every day, so why not embed a sentimental message in it? When the pieces are worn, they should actively remind you of the respective lesson. Memento Mori stands for the transience of life and reminds us to tell our loved ones that we are grateful for them. We should go into nature with joy and appreciation for the beauty of the world. We should be grateful for the small things in life and realize that every moment we live is a gift. Of course, this is wishful thinking, and I'm aware that not everyone will actively live this philosophy. But if I can inspire just one person to live more consciously, then all the effort was worth it. :-)

Values

What does Coral Culture stand for? In short: sustainability, quality, individuality, authenticity, and the transience of life.