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
$125.00
Mid rise fit Super stretch denim Dark, clean wash with just a hint of hand-sanding to...
$118.00
You want the truth, the whole truth, and nothing but the truth? The Principle Denim...
$119.00
The perfect pair of jeans -- you know, the ones that somehow manage to be...
$138.00
Our best-selling, easy-to-wear mid rise fit that works for all body types Soft super stretch velveteen...
$84.00 $121.00
Mid-Rise Slim Fit in a medium wash. American made. 98% Cotton, 2% Elastane
$121.00
98% Cotton, 2% Elastane Made in US Zipper closure Machine Wash High-rise fit and slim...
$138.00
High rise fit Slightly cropped skinny leg with slit leg opening detail Shape retention denim holds...
$149.00
Our best selling Mid Rise fit Shape Retention Denim that's soft and holds its shape to...
