Habitual Gets New Creative Director
Lee Holman, formerly of the Thomas Burberry brand, has joined Los Angeles–based denim maker Habitual as its creative director. Holman—who also worked for brands such as Levi Strauss & Co., Paul Smith and Abercrombie & Fitch—joined the company in January and has been tasked with bringing Habitual back to its former glory.
Buyers got their first glimpse of Holman’s version of Habitual in February at the Project Global Trade Show in Las Vegas, but the full scope of the designer’s influence won’t be apparent until Spring 2010. That’s when Holman hopes to debut a full contemporary collection for the brand that includes menswear, silk dresses and a full leather offering. “It’s going to be young and very contemporary,” the London-born designer said. More immediately obvious are Holman’s changes to Habitual’s denim. “We’re not changing the fit—that is one of the strongest aspects of the brand—but we are doing some cosmetic updates to the details,” Holman said. Fabric, yokes, stitching, belt loops and trim are being refined and tweaked, he said.
Habitual, which fell onto hard times in 2008, is on the growth track under new owner Bobby Ahn’s guidance. Ahn also owns New Fashion Products, the 8-year-old brand’s denim manufacturer. If all goes according to plan, Habitual could eventually open its own retail locations. —Erin Barajas
