Michael's

Michael Emma Store is a surf and skate lifestyle brand based in the USA that designs and sells apparel, accessories, and beverages targeted at surfing and skateboarding enthusiasts. The brand operates primarily through its direct-to-consumer e-commerce platform and distributes select products through local surf and skate shops. The apparel line includes a range of premium T-shirts, hoodies, sweaters, beanies, panel hats, backpacks, and skate decks, all designed with a surf-and-skate aesthetic under the Michael Emma and 'Session by ME' sub-labels. Collaborative products, such as the Michael Emma x Dogi shirt and skate deck, reflect the brand's engagement with the broader action sports community. Price points range from entry-level accessories like beanies at approximately $22 to premium items such as surfboards priced near $800, positioning the brand across both accessible and aspirational segments of the action sports lifestyle market. In addition to apparel and hardgoods, Michael Emma Store has extended into the ready-to-drink beverage category with Michael's Iced Tea, a canned iced tea product available in four flavors — lemon, mango, peach, and raspberry. The beverage is marketed as a refreshing, naturally sweetened drink crafted with high-quality tea, and is positioned as an ideal post-session refreshment for surfers and skaters. It is sold both as individual cans and in 8-packs, and is distributed through local surf and skate shops as well as the brand's online store. Customer reviews highlight the tea's smooth flavor, natural taste profile, and appeal to active, on-the-go consumers. The brand's identity is rooted in action sports culture, with product design and marketing consistently referencing the surf and skate lifestyle.