With thirty years of experience behind the brand, we are a premium denim company with true American character and soul. We decided to take chances and be true to ourselves. Our mission is to bring exceptional styles, using only the highest quality materials, back to the premium denim market, at a price that makes you feel great.
We have sourced the globe for the most rich, authentic, exceptional denims and brought them to our Los Angeles, CA design studio. The PRINCIPLE designers use their collective experience and knowledge to forge premium styles, specially developed washes and modern fits, to exquisite perfection. Each pair of our jeans is individually hand-crafted, true to the company mission of excellence in manufacturing, without an exaggerated price.