Our mission

Our mission is simple: Curate subtle yet sophisticated golf apparel where the focus lies in the details and quality of every piece.

One of the key principles of this is the dedication to producing in small, exclusive batches, a practice held dear to maintain the utmost levels of quality and exclusivity.

Furthermore, immense pride is taken in declaring that every single garment is meticulously made and skillfully crafted in the heart of Europe, a testament to CARL MICEL's unwavering commitment to excellence in every stitch and seam.

What we stand for

The golf attire we know has been associated with collared shirts, pressed trousers, and polished shoes, and players respected the heritage of the game by adhering to a dress code that reflected that respect.

In recent decades, there has been a noticeable change in golf attire. Casual sportswear has become more popular and has made its way onto the fairways, bringing with it hoodies, gym wear, and bold sneakers. Unfortunately, this trend has caused a decline in the true essence of golf attire.

We want to maintain the traditional essence of golf while using the finest quality materials and techniques for the modern-day golfer.

The story of CARL MICEL

On a rainy October day in southern Sweden, my mother asked me to go through my old school books. My parents were about to sell our childhood home and move abroad, so my brother and I were there to help clear out the house. At first, I was reluctant to go through my old things and wanted to throw them away. But in the end, I listened to my mom and picked up the books. 

The ones that interested me the most were the ones I had written in.

As I flipped through the pages, I stumbled upon a pink notebook that caught my eye. It was an assignment from my first term in school when I was just seven years old. The notebook contained questions like "What activities have you done this week?" "How did the soccer match go over the weekend?" and "Describe your favourite summer memory." 

I read through every page, and on the last page, I saw the question "What do you want to be when you grow up?"

There were many "probably" in the text, such as, I probably lived in Gothenburg, I was probably married, and I probably had two children.

The only clear thing in the book: I run my own company in sports and clothing.

At the time, I didn't think much of my answer, until a couple of years later, as I sat at the kitchen table of my childhood home one last time it hit me. 

I was going to start a genuine clothing brand that had details and quality like no other. A real premium clothing brand.

So, I decided to give myself a 30th anniversary present by resigning from my current job and pursuing that dream.

On January 3rd, 2022, I resigned, and now, 1.5 years later, I have achieved things I never could imagined when I first read the book. 

Today, I am proud to introduce CARL MICEL as a premium brand that never compromises on quality.