During an international career in the 2000s at Net a Porter, Sass & Bide and the Melbourne based Figgins group, designer Annie Abbott quietly planned to create a brand for women who love colour and unique design, based on classic European styling, and manufactured by top Italian craftspeople.
A NUTURED IDEA
The St Kilda back shed/creative studio. For two years this was the global headquarters of the habbot brand. Exciting ideas from humble beginnings.
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
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
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.
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.
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.