About us

About Hayley & Elle

Born and raised in Melbourne, we’ve always had a deep connection to sport and culture. Our love for Formula 1 began as fans—drawn to the speed, strategy, and energy of race weekends. 

We both come from backgrounds in Marketing across different industries, we combined our skills to create Principal.—a brand that redefines race day fashion. Our goal is to build a community where racing fans, especially women, feel seen, celebrated, and stylish—whether they’re at the track, at brunch, or on the go.

About Principal. the Label

Principal was born from a love of motorsport and a desire to shake up the industry. We saw a gap in the market—racing merch that wasn’t just for race day. We wanted something versatile, something that could take you from the track to brunch or the gym without missing a beat. So, we created Principal, a brand that fuses fashion with the thrill of motorsport.  

Motorsport has always been a male-dominated space, but we’re here to change that. As a female-founded brand, we’re not just designing apparel—we’re building a community for women who love racing and style.  

Collaboration & Female-Founded Partnerships 

Supporting women in business isn’t just important to us—it’s part of who we are. In an industry where female representation is still growing, we believe in lifting each other up. That’s why we love collaborating with like-minded female entrepreneurs and artists who share our vision.  

We’re especially excited about our upcoming partnerships with small, female-led businesses and creatives—because together, we’re redefining what it means to be a motorsport fan.  

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Please get in touch with us - we love collaborating with brands and racetracks from all over the world!