About Us
Welcome to Rich Habits, a Birmingham-born clothing company that was established by Sam Sutton and Carter Vail in 2022.
Sam and Carter at their booth inside of Hewitt-Trussville High School, where they hosted a massive wrestling camp with over 130 kids in attendence.
Our History
Our journey began in 2022 when Sam Sutton and Carter Vail, two friends with a shared vision, decided to start a clothing company. The idea was born in a cozy coffee shop in Uptown, located in downtown Birmingham. Over a few hours and countless cups of coffee, we discussed our aspirations and how we could achieve them.
In the following years, we immersed ourselves in the world of clothing, learning everything we could while selling shirts and other gear to various companies. Through hard work and dedication, we discovered our niche: providing gear packs to high school sports teams. Today, we are proud to have contracts with over ten teams and are continually expanding our reach, striving to support more athletes and teams every day.
Mission
Our mission is bold and ambitious: to challenge and surpass every major sports clothing company. We aim to provide affordable luxury clothing to athletes at every level, from professionals to youth. Our commitment is to ensure that every athlete in the world has access to high-quality, stylish gear without breaking the bank. We believe in democratizing luxury and making top-tier sports apparel accessible to all, fostering a sense of confidence and excellence in every athlete who wears our brand.
Introducing Our Dedicated Team Members
Carter Vail
Chief Operating Officer, Co-Founder
Carter Vail is a dedicated business major with a keen eye for operations and leadership, co-founding Developing Habits, LLC alongside Sam Sutton. Carter’s background includes experience managing basketball operations at the University of Alabama, where his organizational skills and passion for sports were honed. Known for his big-picture thinking, Carter handles all day-to-day operations, sales management, and event planning for the company. His ability to foster relationships and ensure smooth coordination within the company has been instrumental in its success. Like Sam, Carter’s faith plays a central role in his life, and he strives to incorporate integrity and purpose into all aspects of Developing Habits.
Sam Sutton
Chief Financial Officer, Co-Founder
Sam Sutton is a driven and passionate entrepreneur who co-founded Developing Habits, LLC (d/b/a Rich Habits). A finance major at Tarleton State University, Sam brings a wealth of knowledge in financial management and business strategy. As a former state champion wrestler and standout student, his relentless work ethic and competitive spirit have shaped his approach to building a company focused on affordable luxury for athletes worldwide. His design expertise and commitment to excellence have made Developing Habits a standout brand in the industry. Outside of business, Sam is deeply committed to his Christian faith, which fuels his desire to make a positive impact through both his work and personal life.
Charlie Reeves
Executive Director of Sales
Charlie Reeves is an exceptional leader and sales professional who brings a dynamic skill set to Developing Habits as the Director of Sales. A graduate of Homewood High School, Charlie excelled as both a football and tennis player. Currently a real estate major at the University of Alabama, Charlie is also a proud member of Alpha Tau Omega (ATO) fraternity. Known for his faith-driven approach, Charlie is a hardworking individual who prioritizes customer service and client satisfaction above all else. His deep dedication to his work and his expertise in sales have made him a key contributor to Developing Habits’ growth and success in building lasting partnerships with clients
Nicole Shields
Director of Communications and Operations
Nicole Shields brings an impressive combination of athletic, professional, and academic achievements to our team. A former collegiate volleyball player and coach at Grand Canyon University, Nicole’s passion for sports and teamwork has defined much of her life. She now resides in Providence, Rhode Island, with her husband, Josh Shields, an assistant wrestling coach at Brown University, where they are an integral part of their local athletic community. Nicole’s academic background is as dynamic as her career. She earned dual degrees in Fashion Design and Business Administration from Arizona State University, merging her creative talents with sharp business acumen. This unique skill set fuels her ability to craft innovative ideas while ensuring smooth and effective operations. As a former athlete, coach, and leader, Nicole understands the importance of dedication and precision—qualities she brings to every endeavor. Her blend of competitive spirit, creative expertise, and a heart for teamwork make her an invaluable asset to our company.
DiAngelo Perry
Southeastern Sales Associate
Coach DiAngelo Perry is a legendary figure in Alabama’s athletic community, celebrated for his transformative coaching career across the state and his entrepreneurial spirit. With decades of experience in sports and education, Coach Perry has left an indelible mark on high school athletics, particularly in wrestling and football. His coaching journey took a pivotal turn in 2015 when he was promoted to head varsity wrestling coach at Clay-Chalkville High School. Under his leadership, the wrestling program thrived, earning a reputation for excellence. In 2017, he joined Homewood City Schools as a physical education teacher and coach, where his influence on student-athletes continued to grow. Known for fostering both athletic excellence and personal growth, Coach Perry has mentored countless young athletes to succeed both on and off the mat. In addition to his coaching accomplishments, Coach Perry has become a leading salesman for Rich Habits, leveraging his unparalleled network and charisma to bring the brand’s high-quality, affordable luxury athletic gear to teams and athletes across the Southeast. His unique combination of coaching expertise, leadership, and sales acumen has made him an invaluable asset to the Rich Habits team.
OUR RETAIL FRONT
At Rich Habits, we want to build luxury clothes without being obnoxious and flashy. Check out our retail front, which is full of comfortable, high quality, and affordable pieces.
Fast Turnaround
High-Quality Printing
