Introducing First Principles
First Principles is a made-to-measure denim label born in japan and designed in melbourne. FP uses the highest quality japanese denim for its jeans, that are customised to individual taste and fit. We believe everyone deserves a pair of jeans that look great, feel amazing, fit perfectly and last forever.
We build you a “pattern” in-store at our flagship boutique which is uniquely your size. From there, you choose. You are in charge of curating your own denim wardrobe essentials. You choose the cut, style and embellishments via our online 3D Curate Tool. Within four short weeks, your Japanese denim jeans, designed by and fit for you, will arrive at your door. Too good to be true? Cue First Principles.