Principal. is the embodiment of our passion for Formula 1 and our dedication to redefining race day fashion.

Founded by Hayley and Elle in Melbourne, Australia, our journey began with a vision to create stylish, high-quality, and versatile apparel that captures the dynamic energy and essence of Grand Prix weekends.

While our collection is designed with the discerning female race fan in mind, each piece is crafted to appeal universally, including to men who value quality and style. Unlike traditional race merchandise that focuses on specific teams or drivers, Principal. celebrates the broader thrill and camaraderie of Formula 1.

In collaboration with Melbourne's Tully Lou, our debut collection marries premium craftsmanship with everyday functionality, ensuring each garment transitions effortlessly from the grandstand to casual outings.