New York-designed brand known for its modern denim and versatile sportswear with a focus on accessible design.
ORIGIN
USA
PRICE TIER
contemporary
Originally founded in 2001 by Michael and Nicole Colovos, former creative directors at Helmut Lang, Habitual began as a premium denim brand in Los Angeles celebrated for its distinctive cross-shaped stitching. After a period of quiet, the brand was acquired and relaunched in 2018 by the Mamiye Group, shifting its headquarters to New York and expanding its focus. Today, Habitual has evolved into a comprehensive lifestyle brand that anchors a sophisticated sportswear collection in its denim roots.