Principal. embodies the passion for Formula 1 shared by founders Hayley and Elle, and their dedication to redefining race day fashion.

Founded in Melbourne, Australia, by Hayley and Elle, Principal. was created with a vision to design stylish, high-quality, and versatile apparel that captures the dynamic energy and essence of Grand Prix weekends around the globe.

Unlike traditional race merchandise focused solely on teams and drivers, Principal. celebrates the broader thrill and community of Formula 1. The first collection is designed to capture the dynamic energy and community spirit of motorsports and Sunday Race Day. Whether you're a die-hard race fan or simply appreciate premium, versatile apparel, it is the ultimate off-duty essential that seamlessly transitions from the track to everyday life. 

Our debut collection marries premium craftsmanship with everyday functionality in collaboration with the active and lifestyle brand Tully Lou.