Back to the Coast: How Maui and My First Bikini Brand Led Me Here

Returning to My Roots

I grew up in Lahaina, Maui — a place where the days were warm, the style was effortless, and the salt air never left your skin. Simplicity wasn’t a trend; it was just how life flowed. That rhythm never left me.

Years ago, I started a bikini brand with my best friend called WeAreFloral, based in Encinitas, California. It was my first real dive into entrepreneurship. I built it from scratch with no blueprint — just instinct, freedom, and a vision. That brand taught me everything: how to connect with people, how to create with heart, and what it meant to put your name behind something that matters.

I loved the creativity it gave me. The conversations with customers. The joy of hearing what they loved — and how I could make it better. It pulled me out of the 9–5 cycle and gave me time for what actually matters: family, travel, connection, life.

But I stepped away. I was young. No one believed I could do it. They thought I was just a guy with a dream and no experience. And for a while, I let that story win.

A New Standard

Coast Standard is me rewriting that story — not just for myself, but for everyone who’s ever wanted more than what’s been handed to them.

This brand was born out of a need to get my life back. To create something lasting for my kids. To build a brand that’s more than another surf line or boutique fashion drop. I wanted something that felt like family — something people could be part of, not just buy into.

That’s what Coast Standard is.

A brand rooted in coastal ease but built to grow beyond it. A brand for men and women who want to look good, feel good, and move through the world with confidence, strength, pride — without needing a logo to prove it.

It’s luxury, but redefined. Elevated essentials. Clean design. No ego.

The Pieces You’ll Live In

Our first products reflect everything we stand for: pigment-dyed tees, heavyweight crews, soft accessories that feel worn in from the first wear. They’re made for the everyday — for long drives, golden hour walks, slow mornings, and spontaneous weekends.

Each piece is designed to make you feel strong, confident, and seen — without shouting.

Thanks for being here from the start.
This is only the beginning.

— JD
Founder, Coast Standard

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