Welcome to PRNCPL, your new go-to for effortless, everyday style. We believe great design doesn't have to come with a high price tag. Our mission is simple: to offer high-quality, foundational pieces that you can wear anywhere, every day.
Our debut collection features a complete range of menswear essentials, including versatile denim, comfortable sweats, and durable jackets. Every piece is designed to be a staple in your wardrobe, built with quality and a timeless aesthetic in mind.
Discover the principles of great style, made simple and affordable. Available Now.
The Shacket has become a favorite for gentleman that enjoy layering in the cold temps. New styles available in our Outerwear collection.
The Bestselling Collection, since 2013. Enjoy the latest, the most visited & shopped section in the entire Online Store. More on the way.
Humble Beginnings | Thankful
We founded this brand with our last $200 in 2006. At the time, our Founder, Dani Merritt was pregnant, sick & placed on bedrest. She used the time to learn skills that allowed her to create t-shirts. From there, the brand continued to grow, find investment & become one of the next big brands.
The brand is now family owned & operated.
“I’ve been a customer since they were Elusion Clothing many years ago. I love the brand, the story and their growth. My favorite piece is the Raw Edge T-Shirt. Congrats to Dani & her family.”
“Their customer service is excellent. I had an issue with the wrong size for a linen shirt I purchased. I immediately reached out to exchange and they sent me a new shirt, then told me to keep the other one. I gave it to a friend. I like this brand!”
“I went from a customer to an investor and I still order! I order for my friends and family now, to help spread the word.”
For the EC77 Brand, the modern minimalistic gentleman is defined not just by what he wears, but by what he consumes. In an era of digital saturation and infinite scrolling, a physical home library is a radical act of intentionality. It is a sanctuary for deep work and a reflection...
For the EC77 Brand, every step should be taken with intention. In the wardrobe of a modern minimalistic gentleman, footwear is the foundation, both literally and figuratively. While fast fashion encourages an endless rotation of sneakers, the philosophy of "Life, in Style" favors a small, high-quality collection that covers every...
The scent of crisp air is just a whisper on the breeze, and while summer’s heat still lingers, the days are undeniably growing shorter. For the sartorially-minded gentleman, this in-between period – the shoulder season – presents a unique opportunity. Especially in places like Chicago, New York and others on...
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