About Life in Paradigm

Think of us as your Personal Man Cave. Products and experiences  for your daily life. 

Life in Paradigm is a family business established in 1990 as a Photography and Video production company under the name Coban. As kids, the brothers Yalcin and Mahmut Coban were highly inquisitive about the world around them. Both feeling blessed and lucky to have grown up in a family and community that 'nurtured our wild curiosity and thirst for knowledge,' which in turn, lead both brothers to graduate as Designers; Yalcin as a Product Designer, Mahmut as an Automotive Designer. "Our interest, love and passion for learning have been the platform in which we've been able to source, design and build the products that we are now proud to sell" explains Mahmut. 

After experiencing frustration with the lack of variety and attention paid to men by mainstream retailers, the Coban brothers decided to embark on a new adventure into the world of Men's Fashion and Apparel. In 2013 came the birth of their own independent clothing brand 'Life in Paradigm.' 

"We believe it's our love for creativity, design and people that drive us to continue chasing our dreams and pushing boundaries. Our goal is to become better and to leave this world better than we found it. That's all this really comes down to. We would love to have you join us on this journey. Thank you for the continued support and love." -- Yalcin, Mahmut and the Life in Paradigm team



Designed in-house

Our garments are designed in our London studio, by a highly motivated team of fashion lovers. 

With Life in Paradigm we create modern garments with a classic silhouette.  By combining classic craftsmanship with new ideas, we are able to create high quality and well fitted men's fashion.

life in paradigm logo
Life in Paradigm

Like minded brands

We carry a range of brands that have a purpose. For example Komodo is organic, Monkee Genes is ethically made, Pala supports communities in Africa. Besides being great companies they also make high quality garments that are tailored to fit the male figure.

Always learning, always growing

Finding gems from around the world for you to enjoy. Many chillies and 14 cities explored:


Reykjavik, Tokyo, Hong Kong, Osaka, Puket, San Francisco, Los Angeles, Paris, Berlin, Koln, Edinburgh, Oban, Istanbul, Izmir...  

Follow along on our Instagram & Youtube Channel.