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.
When you put on a pair of our jeans, feel our fit, and see how our designs compliment your image, we hope you are inspired to be different.
Take a chance and be true to yourself
Be a force
Live by your own PRINCIPLE
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The perfect pair of jeans -- you know, the ones that somehow manage to be...
$99.00 $138.00
The perfect Mid Rise fit in our soft and easy Super Stretch denim A beautiful classic pair...
$138.00
Awesome high rise fit in a classic bootleg silhouette The wider leg opening balances the hips for a time-tested flattering...
$30.00 $134.00
Mid rise fit Cropped length Shape retention white twill with tonal white stitching for a super...
$89.00 $138.00
High rise fit. Slightly cropped skinny leg with a short slit detail at the leg...
$136.00
Mid rise fit with a cropped length skinny leg Super stretch denim fits like a comfy...
