The early 2000s was the beginning of the premium denim movement in the contemporary space.

When it was founded in 2001, HABITUAL quickly became a leader in this niche, gaining popularity with discerning women who were immediately drawn to our artisan-crafted cuts, premium washes and smart tailoring that flawlessly flattered.

HABITUAL elevated denim to premium status, and consumers couldn’t get enough.

Fast forward to today where the same smart, savvy and fashion-forward women want sportswear and denim that can take them from over-scheduled iCals to overbooked flights and chic escapes from everyday life.

And she wants it from a brand she’s always known and loved.



We believe that great design is for everyone. It delights, tells a story and makes the everyday a little less ordinary. At Habitual we create modern clothing for how people live today, versatile and affordable, on-trend design.


Our trailblazing woman couldn’t wait to get her hands on her HABITUAL back in the 2000s. Today, she’s craving well-priced sportswear with timeless details that fit into all aspects of her highly cultivated life.

In addition to our signature denim, HABITUAL is now the fashion-forward woman’s source for approachable, modern and always-flattering sportswear in inclusive sizing.

Our muse remains true to HABITUAL as we remain true to bringing her innovative design, luxurious fabrics, great fit and flattering lines.