habbot is a considered fashion and lifestyle brand; engaging women’s sensibilities of shoe-wearing, to offer a crafted piece that is both memorable and charismatic. Founded in 2011 by Annie Abbott, the underlying motivation behind the brand has always been to ‘tell your own story’. This is reflected in habbot’s commitment to celebrating creativity, craftsmanship and style in a way that is open to interpretation and truly unique to the individual wearer. Each habbot shoe is meticulously crafted in Italy by a family run studio of men and women who pride themselves on creating pieces that are made to outlive passing trends, in favour of timeless appeal. The brand now boasts a loyal customer base of self- assured women who appreciate quality and integrity in all aspects of life, including internationally celebrated cultural and fashion icons Hilary Swank, Debbie Harry and Olivia Palermo. Collaborative projects with Fiona Lynch and Mim Design have helped shape the brands retail identity since the company launched its first physical store in 2012. Collections are available to purchase through our two Melbourne city boutiques, Fitzroy shared space and internationally accessible online store www.habbotstudios.com

The habbot story

2009

Nurtured Idea

A Nutured Idea

During an international career in the 2000s at Net a Porter, Sass & Bide and the Melbourne based Figgins group, designer Annie Abbot quietly planned to create a brand for women who love colour and unique design, based on classic European styling, and manufactured by top Italian crafspeople.

Humble Beginnings

Humble Beginnings

The St Kilda back shed/creative studio. For two years this was the global headquarters of the habbot brand. Exciting ideas from humble beginnings.

2010

The First Season Samples Arrives

The First Season Samples Arrives

habbot's first season sets the scene for the future - classic European styles, beautiful Italian leather and crafsmanship, and the habbot signature bold use of colour. Annie brings metallic gold, burgundy velvet and patents into the Australian Winter, alongside classic fine black leather. The contrasting two tone oxfords showcase the classic lace ups that the brand will be known for in all future collections.

The Launch Party

The Launch Party

habbot is launched with a party to friends and associates. Annie sells personal 'wholesale' pre orders, enough to get habbot off the ground. The excitement around the brand vision convinces Annie that there is a marketplace in Australia for a new creative and independently designed, Italian made shoe brand.

Made In Italy

Made In Italy

Annie's years living in London led to a love of European crafsmanship and inspired the decision that her new Australian designed shoe brand should be made in Italy. For the first three seasons habbot shoes were made by a small factory in Naples. In 2013, habbot moved manufacturing to an all family run operation in Sant'Elpidio a Mare, in the Le Marche region of North Eastern Italy, a centre of tradition and excellence for Italian shoemaking. Annie continues to visit Italy up to four times a year, for design inspiration, sourcing new materials and components, and to oversee habbot's manufacturing.

2011

Pop up shops

Pop up shops

With the launch of habbot's second season, Spring Summer 2011, habbot opens its first pop up shop in Melbourne's old GPO building. We continued to test the retail waters with two more pop up shops in Chapel St, South Yarrra and Howey Place in Melbourne CBD.

2012

High St Armadale store

High St Armadale store

In September 2012 habbot opened it's first permanent store in Melbourne's High St Armadale, ready for Spring Summer 2013. Mim Design is engaged to help bring habbot's luxury aesthetic into a welcoming retail space.

The Royal Arcade Melbourne store

The Royal Arcade Melbourne store

Two months later, habbot's first Melbourne city store is ready to open in the historic Royal Arcade.

2013

creative still life imagery

creative still life imagery

We embark on our first still life campaign in collaboration with creative agency Ortolan and styled by Sonia Retsch and photographed by Scott Newett. This group of images sets the tone for many habbot campaigns to come.

made In Italy

made In Italy

Our dress shoes are now handmade by a family run factory in Sant'Elpidio a Mare, Italy, which is headed up by Paolo and Pia and their son Marco. They specialise in women's dress shoes and boots and embrace habbot's vision of design creativity and dedication to quality.

2014

Royal Botanic Runway

Royal Botanic Runway

Annie designs custom made habbot footwear range for the Royal Botanic Runway, directed by Emily Ward and showcasing four of Australia's most celebrated designers: Akira Isogawa, Aurelio Costarella, Collette Dinnigan and Martin Grant.

habbot films

habbot films

habbot produce their first short film, 'Treasure the ones you love', to celebrate the 2014 Autumn Winter season.

The Strand Melbourne store

The Strand Melbourne store

In September 2014 habbot launches a store in the refurbished Strand Melbourne Arcade, commissioning celebrated interior designer Fiona Lynch.

The Design Files collaboration

The Design Files collaboration

Annie is invited to design a capsule of shoes for staff at the yearly Open House of internationally renowned design blog The Design Files.

2015

Library - Autumn Winter 15

Library - Autumn Winter 15

habbot collaborates with stylist Heather Nettie-King and photographer Mike Baker to shoot the AW15 season 'Library' series. One of our favourite campaign shoots ever, and a series of photographs that captures the essence of habbot - creativity, colour and individualism. Visit our youtube channel to see behind the scenes of this creative process.

Fashion Week partners

Fashion Week partners

habbot have loved supporting many Austalian and NZ designers over the years as they showcase their collections at Melbourne's bi-annual fashion week events. The likes of: Megan Park, Kate Sylvester, Macgraw, and Akira Isogowa as shown here.

the Collingwood studio

the Collingwood studio

In July 2015, habbot leaves Armadale to cross the Yarra and set up our studio in Collingwood, Melbourne's bustling inner north creative hub.

Emma Lipscombe collaboration

Emma Lipscombe collaboration

habbot continues to embrace collaborations with creatives of all kinds. Annie works with Perth artist Emma Lipscombe, who shares a passion for geometric shapes and creative colour. Together they select a painting of striking colour and geometric pattern, which is dye cast onto Italian leather, and then designed into a capulse of four shoes styles.

2016

my habbot customisation

my habbot customisation

Continuing to innovate, habbot emabarks on a one month shoe customisation project, 'myhabbot'. Based on habbot's signature derby lace up, clients are able to customise their own shoe design with the help of our trained in store staff. The designs are then sent on to Italy to be handmade. Building on this success, habbot now offers the myhabbot customisation service across four key habbot styles and twice as many materials, instore and online.

we begin to #shoesnoop

we begin to #shoesnoop

habbot are not the only women embracing creative design and dedication to quality. In 2016 we launched our blog series #shoesnoop, starting with shoe wardrobe to tease out the fascinating stories behind some of Australia's brilliant women creative professionals. Some of our engaging subjects to date have been sisters Lucy Glade-Wright and Jo Harris from homewares retailer Hunting For George and award winning architect Clare Cousins.

2017

the habbot sneaker

the habbot sneaker

habbot begins working with one of Italy's premier sneaker manufacturers to develop the habbot sneaker in Autumn Winter 2017. These fully Italian leather sneakers are designed with habbot's signature creative use of colour, and are manufactured to world's best practice. Having loved sneakers from childhood, this new category chapter has been a long time coming for Annie!

we reteam up with Ortolan

we reteam up with Ortolan

Ortolan design, stylist Kate Gaskin and photographer Isamu Sawa helped create our stunning Spring Summer 17 Campaign images. As always, the brief was to come up with images that spoke to habbot's originality, colour and creativity.

my habbot customisation goes online

my habbot customisation goes online

Four signature habbot styles, classic derby, micro-sole derby, mid-heel pump and mid-heel sandal, can now be designed by you in store or online from anywhere in the world. Designed by you, made by us and available wherever you wear your habbots all over the world!