‘Habitude’ is French for ‘habit’ – with Ruairi specifically drawing focus to wearers getting in the habit of considering what they’re buying and the item’s process of creation. Implementing a zero-waste policy, Habitude operates on the belief that fashion shouldn’t come at a cost to the environment. Fabric is printed digitally using pigment-based colourants, and printing on demand so to not create excess waste. Off-cuts are then used to produce handmade bow ties and matching pocket squares. Those who cloak themselves in one-off designs can also work with Ruairi to create custom designs.

Inspired by 1990s pop culture icon Carlton from Fresh Prince of Bel Air and his one-cut clothing, Habitude applies a wild mesh of colour to button-ups cut with both lads and gentleladies in mind. The lightweight cotton voile comes splashed with fruity prints of apples in hues of yellow, turquoise, red and blue, as well as slices of watermelon and peacock-esque prints. Psychedelic rainforest, pixelated camouflage, tropical forests and pigeons are also amongst the eye-catching designs of Habitude’s wares. The shirts are exclusively stocked at West End hole-in-the-wall Nostalgia Haus.