You might have spotted our new coated denim ad running in this month’s NYLON. To create one of fall’s hottest trends, we start with a denim base, which gives the pants the shape and comfort of a pair of jeans, and then cover it in a coat of pigment to get a leather look on the outside, without the cost associated with the real thing. We have always loved leather, and coated allows us to achieve a similar look in a super soft new treatment. As a bonus, we don’t have to harm any small animals.

While many brands are doing a black coated denim for fall, what sets our coated apart is the color story and the quality of the denim underneath. We start with a super fine European legging denim for the base – no expense spared - so you get great fabric recovery and the best fit. We’ve also pushed beyond black and picked up some of the hottest trend colors from the fall. Coating is a tougher way to bring color into the line, taking on a deeper, richer tone and adding a rock & roll edge to the jeans, so we’ve avoided fluorescent pinks and oranges, and opted for tones like licorice, chocolate, chianti and vermilion. Aside from getting you on trend for fall, wearing a pair of coated denim just plain looks cool.

This photo was shot in our LA factory by Josh Argyle. We actually found this beautiful vintage wood panel in our storage area, and used it as a backdrop on a whim. Sure enough, after we looked at all the pictures, this shot turned out to be the one we all liked best.

You can pick up HABITUAL’s new Color Coated Denim at Scoop NYC and Fred Segal Girl.