We’re letting you in on a little-known secret 
about the fashion industry.

 Overproduction is a common problem in fashion because of the long, complex and historically inflexible supply chains. Typical brands have to guess what customers will want at least a year before the customer has a chance to weigh in. 

The Result?

A huge amount of textile waste, from design through to unsold goods. Some of this ends up in landfills, adding to the ever-increasing environmental crisis.

Brands make a lot of bad bets by designing so far in advance, before they get any input from the customer. That means markdowns, liquidations and ever more costs are passed on to you.

Increased costs for storage and transportation end up being added on to your price tag.

Traditional Supply Chain

At Public Habit, we are reversing the process, starting and ending our supply chain with the customer, removing inefficiencies in the supply chain that create waste. We start by finding out what you want, then we partner with hand-picked factories to produce in small batches and ship directly from the source.

Public Habit Supply Chain

We’re here to allow better access to quality fashion, straight from producer to consumer.

Quality worth waiting for.


We thought we knew the ins and outs of the fashion supply chain with over a decade of retail experience under our belts. But, when we started on our product development journey, we saw the inefficiencies first-hand and the process just didn’t make sense to us.

So, we started asking questions.

Why does it take 12 to 18 months to commercialize a new item?

Why does [insert brand] sell a t-shirt for $70 that cost less than $10 to produce?

If a t-shirt costs $70 to buy, how are the workers making them typically not earning a living wage?

How would customers feel if they knew that 30-40% of the price they pay for a garment is funding a traditional brand’s marketing and liquidation expenses?

How many customers know why fashion is one of the most polluting industries?

Why can’t high quality manufacturers reach customers more directly?

Our commitments:

Making what people want, not what we think they will want.

Educating our community - you, the producers, and ourselves - about the fashion supply chain so that we are all empowered with information.

Using only responsibly sourced fabrics already available instead of manufacturing new materials.

Ensuring that every piece we offer will last for years to come.

Working with factories with high ethical standards that share in a common vision of sustainability, transparency and innovation.

Treating everyone in our supply chain with respect and dignity.

Always questioning the way things are done.

The F Factors

We believe that behind every quality garment are three important things: Responsibly sourced, premium-quality fabric, perfectly designed fit, and a great factory. That’s why we’re here: To develop and curate great products straight from the source, giving customers a new way to shop.

Beautifully designed garments start with high-quality, durable fabric sourced responsibly. We are committed to offering pieces that last so you can enjoy them for years to come. In order to reduce waste, we work with our suppliers and other innovators to save unused premium fabric that would otherwise head for a landfill. There’s a lot of it out there.

Aside from longevity, our pieces are designed for comfort. We make sure that the timeless essentials that come your way will feel as comfortable and continue to elevate your look for years to come. Working directly with our suppliers' teams allows us to refine the perfect fit for you.

We've chosen to support factories who have invested in their own design and production power so they're in complete control of the end-to-end supply chain. Working with these forward-thinking factories and cutting out the middle-men ensures that our factories are paid fairly and great quality products are coming straight to our customers without the traditional mark-up.