- Sara Ehlers |
Starting off 2018 with a little nostalgia, Los Angeles denim brand Habitual is set to come back to the U.S. The premium label is set to relaunch in February as a lifestyle brand with new ownership.
This time the company is launching under Mamiye Group LLC. The label was acquired last April from Denimxworks Inc. Founded in 1948, the group has a portfolio of brands including various contemporary, young misses', and womenswear. Adding Habitual brings an added mix to Mamiye's current denim portfolio with Wall Flower, Kensie, and Rebel Wilson.
“The brand was originally known for its iconic signature details and back pocketing. We’ve taken sportswear and anchored it in denim,” LeeAnn Grecco, vice president of sales and merchandising for the company, told WWD of the new collection. The collection will have a full lifestyle range including knits, woven, jackets, sportswear, and denim. The clothing will retail from 53 to 90 dollars approximately as reported by the publication.
Habitual relaunches in Los Angeles with new ownership
Previously, the label was founded by duo and married couple Michael and Nicole Colovos. After its establishment in 2001, the brand grew as a prominent denim brand known for its cross-shaped stitching as well as its local manufacturing. Both of the brand's founders spent eight years previously in the industry working as creative directors at Helmut Lang. The two are also known for Colovos LLC which has been curated by the team since 2015.
With the emergence of this denim line, it'll be interesting to see how Habitual fares in the fashion industry. As the brand had a previous following, it seems likely that the premium label will be successful in today's economic climate.
Photo Source: Habitual