First Principles Denim. Made in Melbourne. Made for you.
We like to think that if you invest time, effort (and money) in designing a key denim piece for your wardrobe, you’re likely to wear it for longer, care for it better, and ultimately reduce your overall textile and apparel ‘consumption’ over the life of that piece.
Sample Sale
Our Sample Sale is back!
We're never ones to waste or hog all the fun, so every now and then we release a limited collection of (super cute) exclusive one-offs, archival pieces, and restored denim. All pairs can be altered and the hardware swapped if needed - so there's something for everyone. Get in quick before it's all gone!
Ready to wear
We offer a select range of ready-to-wear denim. Your fave custom cuts ripe for the picking. Rest assured, each product has undergone the same rigorous sustainable production process as our custom range.
The First Principles Denim x Upparel recycling initiative means you can look good and feel good in your FP Denim. Have up to 10kg of your old, unwanted denim collected for $25 and receive a $25 store credit to spend on your next purchase!
What we stand for.
FP about town.
The Ash Grats Custom Collection
“I'm very happy with my first pair of
custom jeans and pleasantly surprised that you were able to get the sizing right using my measurements.”
"I'm so excited and can't wait to buy my second pair!”
“My jeans are perfect, exactly what I had in mind and I haven’t stopped wearing them. Many thanks.”
“They fit like a glove!! I’m
obsessed. Can’t wait to order another pair.”