Exciting news in the world of fashion and sports in case you have missed it. We have collaborated up with Principal, the Formula 1 merchandise brand that’s captivating Gen Z audiences worldwide. This collaboration has been creating a buzz across social media platform and fashion platforms. Formula 1 fans can now experience a unique fusion of fashion and motorsport, setting new trends and igniting excitement in the sports and fashion communities. Don’t miss out on this game-changing collection. How did two women from Melbourne decide to launch one of the first standalone F1 merchandise brands?
Meet Principal.
Who are you? Hiii we are Hayley and Elle, co-founders of principal. We wanted to fuse our passion for Formula 1 with Melbourne's dynamic lifestyle, crafting versatile apparel that seamlessly transitions from the race track to everyday adventures. Grounded in our active lifestyles, Hayley's trackside prowess and frequent travels complement Elle's love for the outdoors, inspiring every garment we set out to create.
What was the inspiration behind starting Principal? Principal was born from a deep understanding of the modern race fan. Our designs blend functionality with chic aesthetics, ensuring each piece is just as suitable for brunch as it is for globetrotting or cheering at the next race. Recognising a niche in the market for elevated motorsport-inspired merchandise that resonates with both women and men of all generations, without compromising on quality or affordability, we aimed to redefine the “fan experience.” Our goal is to empower every race fan with stylish, adaptable fashion that enhances their active pursuits and celebrates their passion for their favourite race team.
What's the meaning behind the brand name principal.? We wanted to tie it back to Formula 1 in some way, so we went through a lot of names and finally landed on Principal., referring to the team principal. I think we were actually looking at photos
of Guenther Steiner and thought, "Yes, let’s tie it back to the team principal." When we looked up the word, we discovered that "principal" comes from the Latin word "principalis," meaning "first in importance," and is related to the title of prince. It felt perfect for the energy we wanted to convey with the collection.
Can you talk us through your logo designs "Sunday Racing Club" for this collection? As both of us are from Melbourne, we were inspired by the prestigious and timeless elegance of the Melbourne Cricket Club (MCC) logo. We wanted to create something that felt equally elevated and sophisticated. To tie it back to Formula 1, we included subtle hints in the design. For example, the wreath in our logo features tyre marks. We actually sent tyre tracks to our designer to replicate within the wreath, blending our love for motorsport with a touch of refinement.
How did you become an F1 fan? Hayley: My journey into becoming an F1 fan began when I worked at the Australian Grand Prix in 2017, before the Drive to Survive era. I was captivated by the international prestige of the event, and my interest has only grown since then. Like many others, I got hooked on DTS, which actually motivated me to return to working in the sports industry, specifically in Formula 1. It's still surreal to me that I get to work in F1 all around the world. Elle: It comes back to my dad, which is similar to many others! I attended a few times with dad, and became fascinated with the business of the F1 and how the Aus GP worked with the government to put on such a large scaled global event for 3 days for thousands of fans. There is nothing in the world like Formula 1. Like Hayley, I also had a stint working for the AGPC in 2018, which only signalled to me - this is what I love. Business, fast cars and events. Plus who can resist a bit of the drama (thank you DTS for exposing us!?)
What is your favourite F1 track? Hayley: Hmm, that's a tough one, but I'd have to say Singapore. There's something magical about it being a night race. You can relax by the pool during the day and then enjoy the party atmosphere at night. The entertainment at the Singapore GP is always incredible!
Elle: Such a hard one to pick, but I love how fun Singapore can be. However, call me bias, I just love the Albert Park Circuit.
What team do you follow? Hayley: I will never reveal!! Elle: I am a Mclaren girl, always have always will be. But naturally a soft spot for Ferrari and Mercedes. F1 is a funny sport in which I probably follow drivers more than the team itself!?
Favourite F1 driver? Hayley: Oh gosh, that's a tough one. I love Yuki; he's just so funny and fiery! I also love Alonso for the same reason—he's hilarious. I loved Michael Schumacher growing up. Elle: Seb Vettel - iconic answer. He is probably the first driver I knew of when I started partaking in the sport. I instantly followed him and took an epic photo of him winning Melbourne GP with Ferrari. But currently I am rooting hard core for our Aussie Oscar Piastri, and wish Valterri Bottas would get in a good car again!
How many F1 races have you been too? Hayley: Including the ones I have worked, I think 12. Elle: I’ve been to about 11 Melbourne Grand Prixs - and they keep getting better and better! However I remember the days you could walk into the paddock no qualms and hand tickets out. Now it’s the hottest ticket around. I also have just attended my first international GP - Silverstone. England lived up to itself by being a wet and cold day! But WHAT A RACE.
Elle, can you talk us through why you started your podcast Paddock 43 podcast? I started Paddock43 as I felt there was a gap for female voices in the F1 media space, but particularly Aussies. I reached out to 2 friends who I thought could be interested and 2 weeks later we were recording! Being in Australia “working in F1” you have to work 10 x harder, as we are just so far away from everything happening live. I love the challenge of the time differences, and shouting loud and proud what we are doing and building the community.
Shop all Tully Lou x Principal. here