Behind the Brand: Rad Habits
Long before Rad Habits was born, co-founders and cousins Emmy and Taylor were making up dances in their Grandma Jeanne’s backyard, hodge-podging coasters and selling them to their aunts and uncles, and convincing all of their cousins to create little businesses each and every holiday for years.
9 months apart, Emmy and Taylor not only are cousins, but have been best friends since the very beginning. Growing up, Emmy lived in Southern California and Taylor lived in Las Vegas. The two would mail scrapbooks and letters back and forth, spend summers together, and countdown the days until Easter and Thanksgiving when the whole family would be together (yes, a best friend love story!).
Fast forward to their 20s after college, and their life long goal of living just a few minutes away from one another came true in Newport Beach, California. In between shopping days, matcha meetups, long beach afternoons, and get togethers with friends, the two would discuss business ideas and dreams for the future. And in 2022, in one of their favorite coffee shops in California, the idea for Rad Habits was finally born.
Growing up, Emmy’s grandpa (on her mom’s side!) would tell her “life’s a habit, baby!”—a saying that stuck with her growing up. From that, our slogan was born and Rad Habits came along right with it. Emmy and Taylor knew they wanted to create a meaningful, purposeful brand that not only inspired others, but emphasized an adventurous, healthy lifestyle.
With a love for fashion and style, Emmy and Taylor were becoming more and more interested in where the clothes in their closet were being made and what exactly was going into the process.
In an era of fast fashion and fleeting trends, the two knew Rad Habits was going to be different. With a focus on creating pieces that are seasonless and intended to be in your closet for years, Rad Habits is designed and produced in California with an emphasis on slow fashion. After designing each item, fabric is purchased in Los Angeles and the clothing is cut, dyed, and sewn in downtown Los Angeles. Buttons, tags, and elastic are also sourced in California. While Rad Habits offers mostly unisex clothing, we also have pieces that lean more feminine or more masculine, but our hope is you find something you love that embraces your personal style. Rad Habits uses 100% organic cotton, 100% linen, deadstock fabric when possible, and creates everything in very limited quantities to remain as sustainable as possible.
We celebrate that habits are unique to everyone and differ from person to person. That means Saturday mornings might consist of journaling, coffee at home, and a surf session, while Sunday might include sleeping in, enjoying your favorite food, and spending quality time with friends. We believe in doing what you love and creating a life that feels good.
We’re beyond stoked you’re here for this journey of Rad Habits. xx
