Salt Lake City, UT, US - October 5th, 2026 - Habit Collective, a veteran-owned specialty coffee and lifestyle brand, is rapidly gaining attention among a diverse community of professionals, adventurers and independent thinkers who share a love for premium coffee and authentic living. Founded by husband-and-wife Iraq War veterans Josh and Bri, the company has carved out a distinctive space in the specialty coffee market by pairing exceptional products with irreverent humor and a bold lifestyle identity.
Josh and Bri each brought unique experiences to the brand. After completing military service, Josh went on to become a captain for a major airline, while Bri built a career as a physician assistant before making the decision to leave that field and dedicate herself to running Bad Habit Collective full-time. Their combined backgrounds in discipline, leadership and high-stakes decision-making have shaped a brand that values substance over flash and community over trends.
The company offers a carefully curated collection of specialty coffees and teas designed to appeal to discerning palates. Each product reflects an uncompromising commitment to quality, sourced and roasted to deliver a premium experience. Beyond beverages, Bad Habit Collective has developed a line of lifestyle merchandise that includes aviation-inspired apparel, motorcycle-themed gear and vintage designs that resonate with its adventurous customer base.
What sets the brand apart is its tone. Bad Habit Collective does not market itself with polished corporate messaging or aspirational lifestyle imagery. Instead, it leans into the humor and grit of its founders and customers. The brand speaks directly to people who balance demanding careers and family obligations with an active social life and a refusal to lose their sense of fun. The brand's irreverent tone is a deliberate choice. In a market saturated with corporate speak brought on by “too many board execs and HR Reps,” Bad Habit Collective embraces the imperfect, the humorous and the unfiltered. Its messaging reflects the personalities of its founders and the sensibilities of its audience. Customers are not buying into an idealized image. They are joining a conversation that feels familiar and honest.
The company's long-term vision extends well beyond selling bags of coffee. Plans are underway for a mobile coffee bar designed to appear at motorcycle rallies, community gatherings and other events where its audience naturally congregates. This initiative would bring the brand's products and personality directly to the people who appreciate them most, creating face-to-face connections that reinforce the sense of community Bad Habit Collective is building.
Additionally, the brand has outlined a roadmap for exclusive product releases and potential expansion into new lifestyle categories. While specific details remain under wraps, the direction signals an ambition to become a broader lifestyle platform rather than a single-category retailer. Each new offering will be guided by the same principles that launched the brand: authenticity, quality and a spirit of camaraderie.
The response from customers has been enthusiastic. Bad Habit Collective has attracted a loyal following of men and women who see themselves reflected in the brand's story. These are people who take their responsibilities seriously but refuse to let seriousness define every aspect of their lives. They want products that match their standards and a brand that speaks their language.
As the specialty coffee market continues to grow, Bad Habit Collective is positioned to stand out not by chasing trends but by staying rooted in the values and experiences that gave it life. For Josh and Bri, the brand is an extension of everything they have learned through years of service, sacrifice and the pursuit of a life well lived.
About Us
Bad Habit Collective is a veteran-owned specialty coffee and lifestyle brand founded by husband-and-wife Iraq War veterans Josh and Bri. The company offers a diverse collection of specialty coffees, teas and lifestyle merchandise, including aviation, motorcycle and vintage-inspired apparel, while building a community around shared experiences, authenticity and irreverent humor.
CONTACT: https://www.badhabitcollective.com