How highly functional outdoor clothing has inspired the latest trends and movements in in the fashion world.
NORM-CORE: THE RISE OF QUIET LUXURY
Normcore, or quiet luxury, is something Habits knows a little bit about. Since opening our doors in 2011, we have represented smaller non trendy brands that exude quiet luxury. Some of these we still carry and because they are “normcore” they are as stylish today as the day we discovered them at market.
Normcore is gaining attention for a number of reasons, and I believe the main reasons are the push against big labels, flashy examples of wealth, and an oversaturated branded luxury market that no longer feels special. If you read High Snobiety, Business of Fashion, or Vogue, they point to one particular HBO series Succession as the reason this style of dressing is in “fashion”. Which of course is an oxymoron. The 1% wearing the type of clothing that is IYKYK.
Some of the brands that we carry are in the IYKYK category. Chimala denim has been an under the radar premium denim line for 15 years. It’s not over distressed, labeled, or bedazzled. It is pure 100% cotton selvedge denim from Japan. It will wear for years and still look good years from now. Visvim is one of the most under the radar luxury brands we carry. This Japanese brand has been around for at least 20 years and maybe just now beginning to get noticed by the mainstream. This is Normcore.
Habits Style has always been about understated and beautifully made clothing that goes slightly under the radar. You know its quality not because an influencer or celebrity is wearing it but because it’s the best quality we carry.
Normcore at its essence is the best basics you can afford. The perfect Tee (Sunray), the best cashmere (Extreme Cashmere), the best denim (Chimala), the perfect leather boot (Guidi), and a non-logo centric handbag made with exceptional craftsmanship (Isaac Reina). It’s about knowing your uniform is more than basic. It’s exceptional. It’s the way a seam is sewn, the way a fabric drapes, the way it just fits perfectly.
Normcore IS Habits Style.