Principles brings a considered approach to everyday dressing, where jackets balance practicality with understated polish. The brand's outerwear leans into clean lines and versatile silhouettes blazers cut for structure, lightweight bombers, and streamlined trenches that move easily between contexts. Fabrics favour natural fibres and blends chosen for longevity rather than trend cycles, reflecting a design philosophy rooted in accessibility and wearability. At Love the Sales, Principles jackets offer a refined entry point into layered dressing, with pricing that makes thoughtful wardrobe building feel less like compromise and more like clarity. It's outerwear designed to work quietly within a modern wardrobe, season after season.
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