The Legacy of “The Man Who Dressed America by Mail”: Remembering Haband’s Max “Duke” Habernickel III
the staff of the Ridgewood blog
Ridgewood NJ, the world of American retail has lost a true visionary. Max “Duke” Habernickel III, the charismatic force who transformed Haband from a local Paterson startup into a national mail-order powerhouse, passed away on January 3, 2026, at the age of 92.
Known as “The Man Who Dressed America by Mail,” Duke didn’t just sell clothing; he pioneered the direct-to-consumer shopping revolution long before the era of e-commerce.
From Paterson Silk to National Success
Haband was born in 1925 in Paterson, New Jersey, during the city’s legendary silk boom. Founded by Duke’s parents and partner John A. Anderson, the company was a modest family venture until Duke took the reins.
Under his five decades of leadership, Haband became a household name:
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Market Dominance: At the company’s peak, one in four men buying pants through the mail was a Haband customer.
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Massive Reach: Haband mailed over 100 million circulars annually, reaching nearly every corner of the United States.
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Retail Pioneer: Duke’s strategy of high-volume, direct-to-door sales foreshadowed the modern “click-and-ship” world we live in today.
A Life of Service, Style, and Scholarship
Duke Habernickel was much more than a businessman. A graduate of Montclair Academy and Princeton University (cum laude), he served his country in the U.S. Army’s missile division at Fort Bliss.
Residents of Ridgewood, NJ, knew him as a devoted neighbor and family man. For 55 years, Duke and his wife, Gael, called Ridgewood home, raising four daughters who remain active members of the local community. Duke was celebrated for:
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A Sharp Eye for Style: Fittingly for a clothier, he was always dressed impeccably, reflecting his unique and vibrant sense of fashion.
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A Passion for the Arts: An accomplished artist, Duke spent countless hours on photography, sculpture, and painting.
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Civic Leadership: He was a staunch supporter of education and healthcare, believing in the power of local institutions to strengthen communities.
A Devoted Family Legacy
Duke’s greatest joy was his 67-year marriage to his wife, Gael. He is survived by his four daughters—Gwenn, Lisa, Dana, and Helen—as well as nine grandchildren and six great-grandchildren.
Memorial Service Information: A memorial service to celebrate Duke’s extraordinary life is scheduled for June 6, 2026, at St. Elizabeth’s Episcopal Church in Ridgewood.
Honoring Duke’s Memory
For those wishing to honor his legacy, the family suggests donations to the Vero Beach Museum of Art or The Learning Alliance in Vero Beach, Florida—two organizations close to his heart during his retirement years.
The next time you see a direct-to-consumer package on your doorstep, take a moment to remember Max “Duke” Habernickel III—the man who taught America how to shop from home.
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That park on Hillcrest was sold by his sister Irene. It used to be Hoffmans farm before she bought it
true. same name different family
I don’t believe that property was owned by a relative NOT that Habernickel family.
This was NOT his property weird to put that picture up