In a world where fashion pollutes more than aviation, urgency grows. Circular dreams drown in greenwashing. HABIT. emerges as a quiet resistance—speaking to a generation shaped by excess, yet ready to choose presence over impulse, and care over chaos.
DIRECTION
Rooted in ethical clarity, "HABIT." reclaims the codes of minimalism. Frugal visuals, contemplative pace, and raw transparency form a system of trust. Targeting 18–25s, the brand designs not just garments, but sustainable habits for emerging adults.
