Principle | Fashion x Subculture

Principle is an Australian fashion brand allowing the rebel a space for expression in an era of decreasing personal freedom and increased government surveillance.

Principle exists to empower, motivate and cultivate the underrepresented, the downplayed, the rebellious, into a brand community that stretches across the digital and the physical.

What we wanted to achieve with this visual direction is a blend of raw street design language interlaced with minimalist, industrial design rules and rigid alignment to represent it’s forward thinking nature.

Principle’s unique approach to guerrilla marketing served as a strong base on top of which to build a story.

At Principle’s core is an authentic and direct approach to everything. As such, we needed to establish a brand direction that they could truly “live”.