Melbourne is getting a new denim brand that’ll custom-make your jeans

Words by Maeve Kerr-Crowley

Introducing a personal touch.

Perfectly fitting jeans are the holy grail of clothing, and Australia is welcoming a new brand making just that.

First Principles is opening its flagship boutique in Melbourne, and bringing an entirely made-to-measure offering with it.

The label is the brainchild of designers Rannia Al-Salihi and Supriya Dixit, who were determined to give everybody the chance to own jeans that fit right.

Getting your dream denim is surprisingly simple. Just head to the Melbourne boutique when it opens, and have your very own customised pattern made. That means working alongside the designers to choose your size, style, wash, cut and detailing. Then, in less than a month, your jeans will be constructed from premium Japanese denim and delivered to your door.

Once you’ve visited the boutique, your unique size profile is recorded, letting you build and order any future purchases online.

First Principles’ debut collection, Blueprint, includes skinny, boot cut and straight leg styles, retailing for $325 a pair.

The Melbourne boutique opens at 194 Little Collins Street on December 1.


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