Principles brings a thoughtful approach to everyday dressing, where jumpers become the foundation of a considered wardrobe. The brand favours clean lines and versatile silhouettes crew necks, fine-gauge knits, and relaxed fits rendered in soft wools, cotton blends, and tactile fabrics that move between seasons with ease. Rooted in British sensibility, Principles understands the quiet power of pieces that work effortlessly across contexts, from tailored trousers to weekend denim. At Love the Sales, this accessible elegance meets intelligent pricing, offering a curated edit of jumpers that prioritise longevity and style without compromise.
We and our trusted third-party partners use cookies and other
technologies to enhance site security, improve and personalise
your experience, as well as delivering tailored ads both on
our own and other sites. For additional details
view our
Cookie Notice
.
Your cookie preferences
Cookies are a small text files that websites place on your device as you are browsing.
This information might be about you, your preferences or your device. The information
does not usually directly identify you, but it can improve your browsing experience
on our website. Because we respect your right to privacy, you can choose to opt out of
certain cookies. Note that this may impact your experience of the site and the services
we offer.