FP is proud to be Australia’s only premium custom denim label, offering made-to-order denim jeans where the customer can choose the style, denim, wash, cut, thread and buttons. Our unique online offering allows customers to have this bespoke, custom experience from the comfort of their home. We have leveraged the ease and flexibility of e-commerce to provide this custom-made service and we are confident that once you go custom, you won’t go back!
We are fast-fashion disruptors who want to change the way people shop for and make denim jeans.
We are a premium denim concierge known for our thoughtful approach to a traditionally dirty process.
“I’ve not worn better jeans in my entire life! So nice to know they were produced ethically too."
“I can’t tell you how many time people stop me on the street and ask about FP Fringe jeans!”
“I am currently waiting on my fourth order with First Principles. They’re the best jeans I have ever owned.”