Timeless fashion

A Black male model

Luxurious and timeless fashion

A Black male model

Principle

Principle

Principle

Rooted in principle

Rooted in principle

A curated shopping experience featuring leading and emerging independent brands

A curated shopping experience featuring leading and emerging independent brands

About Principle

About Principle

About Principle

We built Principle to unite timeless style, luxury craftsmanship, high quality, independent labels, and personal expression

Because Everlasting and high-quality clothing should never compromise self-expression

We built Principle to unite timeless style, luxury craftsmanship, high quality, independent labels, and personal expression

Because Everlasting and high-quality clothing should never compromise self-expression

We built Principle to unite timeless style, luxury craftsmanship, high quality, independent labels, and personal expression

Because Everlasting and high-quality clothing should never compromise self-expression

high quality fabric

high quality fabric

high quality fabric

capsule blazer

capsule blazer

capsule blazer

timeless design

timeless design

timeless design

What we Do

What we Do

What we Do

Principle is on a mission to empower self-expression by curating fashion that honors individuality, design, and timeless style. By connecting shoppers with independent and design-forward brands and simplifying the shopping experience - we're building a platform and community where customers and designers alike can enjoy the pursuit of authentic style.

Principle is on a mission to empower self-expression by curating fashion that honors individuality, design, and timeless style. By connecting shoppers with independent and design-forward brands and simplifying the shopping experience - we're building a platform and community where customers and designers alike can enjoy the pursuit of authentic style.

Nuanced Curation

the principle of timeless style - our curated collections and specific categories evolve throughout the year, highlighting key seasons and special occasions—helping you find the perfect pieces exactly when you need them

Designed For you

At Principle, we believe that discovering your next favorite piece should be effortless. With clear categories, intuitive navigation, advanced filters, detailed descriptions and photos

Intentional fashion Starts here

Intentional fashion Starts here

Sign up for our waitlist and be the first to know when you can start transforming your wardrobe with Principle.

Join Our Waitlist

Join Our Waitlist

Join Our Waitlist

Join Our Waitlist