If you look back, it’s been about three years we haven’t heard anything about Habitual. That’s because the brand has been sold and “refurbished”. Now they are ready for a come-back and have launched their first new collection, which, besides denim, also includes some very cool RTW items:

HABITUAL re-emerges as the leader in the sportswear landscape – incorporating RTW alongside the brand’s legacy in the denim industry. Since 2001, HABITUAL has stayed true to clean lines and tailoring. Looking forward, the brand will be focusing on a new take on the old classics, incorporating feminine palettes and rich fabrics. HABITUAL focuses on contemporary silhouettes with pricing from $68 – $198. Sourced and produced in Asia and South America with leading mills and factories, the collection plays with stretch poplin and sateen shirting, Retro 9-0 light denim with raw edges as well as the soft hand of the Gen-X and Cashmere Touch denim.

In addition to the official RTW collection launch, the brand is happy to announce the opening of its first online flagship, habitual.com – a hub for shopping, news and discovery.

In addition to the women’s collection, consumers will be able to shop HABITUAL Girl available in sizes 4-6 and 7-14, the girl’s collection will retail from $24 – $78. The brand, owned and produced by The Mamiye Group, intends to quickly expand past these two categories and into additional licensees in the near future.

“The Mamiye Group is focused on thoughtful design and meeting the needs of our consumers. The catalyst for relaunching HABITUAL, a legacy denim brand, was based on white space in the market and a demand from our retail partners. We noted the need for attainable denim and ready-to-wear with high design. Each piece in the collection makes a strong statement singularly, but also works seamlessly together. Habitual and Habitual Girl are created for confident and cool women and girls.” – Stephen Mamiye, President, Mamiye Contemporary Division.

The HABITUAL fall collection will introduce inky blues, warm earth tones, rich pomegranate and a palette of dark moody colors. Design will play with masculine and feminine silhouettes incorporating the use of leather materials and the expansion of the line into knits and sweaters. The collection will be sharply priced with leather starting at $398 and cashmere starting at $238.”

HABITUAL is comprised of women’s and girl’s collections and is sold online on their website, Nordstrom, Shopbop, and other upscale boutiques.

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