First Principles is a custom denim brand that is passionate about creating a sustainable, slow-fashion model where the customer is in charge. Our custom denim service allows you to design your own unique pair of jeans, using our premium Japanese denim fabrics. With access to the 3D Curate Tool via the FP website, you can choose the style, cut, waist height and detailing of your jeans and tailor the waist and length to your body shape. In 4-5 weeks, your custom jeans will arrive to your door.

First Principles is proud to run a supply-chain and production process that challenges the way the industry has manufactured jeans. We run a low-textile-waste model, driven by our made-to-order offering and our mission is to make clothes that are timeless, seasonless, and trendless, so you can keep them forever. We believe shopping sustainably means investing in staple pieces that are built to last, and that’s exactly how we make our jeans. Watch this space because the First Principles custom offering will be expanding beyond the world of denim…