First Principle is taking the uncertainty out of buying denim by offering women made-to-measure jeans at a premium price. With time in short supply and social media increasing self-consciousness, people are willing to pay more for customised everyday items that are guaranteed to fit and look good. We explore the insights behind this and why First Principles is targeting what is often seen to be a stressful garment purchase.
“We believe everyone deserves a pair of jeans that look great, feel amazing, fit perfectly and last forever,” says Rannia Al-Salihi, the co-founder of First Principles. The Melbourne-based boutique offers a made-to-measure service that directly addresses a common complaint among women when shopping for denim – that it’s difficult to find jeans that fit well all over. Indeed, just 52% of women say it's 'easy' to shop for jeans. "A lot of brands do expensive jeans, premium jeans and some [are] high quality but the issue is that the jeans don’t fit, they're not flattering and the experience is demoralising," adds Al-Salihi. By storing customers' measurements digitally, they are promised a lifetime of convenience when buying jeans as the measurements can be applied to any style they might want.
As First Principle's jeans are made-to-order, very little material is wasted, meaning that the brand may appeal to the 44% of Australians who 'only buy products from companies that have ethics and values that they agree with'. It fits in with the rise of 'visible mending' in a shift away from fast fashion and towards sustainable consumerism, driving brands reconsider the lifecycle of their clothes and how they can live up to people's ethical expectations. While First Principles cuts down on frivolous fashion spending by providing the perfect pair of jeans, C&A's compostable t-shirts ensure that its garments aren't left to rot in landfills, and Pomelo allows people to scan a QR code to have old clothes picked up for free so they can be repurposed.
Lucia Seoane-Pampin is a behavioural analyst at Canvas8, which specialises in behavioural insights and consumer research. Born and raised in Spain, she loves experiencing different cultures and emotional expressions. She studied psychology and communications in Boston and has a master’s in digital & visual media.
