Life in Paradigm
Life In Paradigm creates menswear for the rebellious. We empower men to feel strong and fearless.
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Life In Paradigm was born in Hackney, London. The two brothers Yalcin and Mahmut Coban spent most of their teens in their father’s studio. This is where they watched first hand as he built his own company Coban. Yalcin enrolled at Salford University, attending courses in 3D Design and Art History. The younger brother Mahmut studied Automotive design at Coventry University.
In 2011, Mahmut moved back to London and started building a Café Racer motorcycle. This passion project ignited the flame which is now Life In Paradigm. The bike was the opposite of all the brothers’ restrictions. Their early lives had been spent indoors. Endless hours of watching their parents work. The bike was everything that they wanted. It was the freedom to escape.
In 2012, the bike received much fanfare from publications. Mahmut created a range of t-shirts with artwork from the bike. These were highly sought after leading to the actual formation of the brand. The word paradigm means a “pattern of thought”. At the time the brothers’ were enthralled in their fathers business and his way of doing things. Life was a repeated pattern, work then home. This lead to the name Life In Paradigm to describe what they were going through. They believed that life was more than just work. They knew the importance of work but craved more. Over the next few years, a long education in the fashion industry started.