SUSTAINABLE CUSTOM DENIM MADE IN MELBOURNE

First Principles Denim.

First Principles is proud to be Australia’s only premium custom denim label, offering made-to-order denim jeans where the customer can choose how the denim fits and what it looks like from the thread to the buttons. Their steadfast values and dedication to circular fashion is ingrained in every facet of the brand.

Designed and built by us, their eCommerce website is dedicated to educating consumers about innovative slow fashion, sharing the enjoyment of wearing a great pair of jeans and most importantly, personalising the online customer experience with an Australia-first custom denim app. With over 30,000 option variations, the custom app allows the buyer to choose the style, denim, wash, cut, thread and hardware.

FP have made very deliberate partnership choices when it comes to selecting our denim suppliers. Founder Rannia Al-Salihi shares: “We have sourced denim from a number of Japanese mills, include Kurabo, who are leading the way in developing eco-friendly fabrics and techniques, including rolls made entirely out of recycled denim.”

The eCommerce service also includes detailed ‘booty fit’ surveys and a personalised customer account area that provides access to bespoke denim resources like recycling through Upparel, re-ordering your favourite pair and requesting alterations.