About us

Principal The Label was founded in Melbourne by Hayley Genovesi Conway and Elle Baillieu, two friends whose careers across marketing, events, photography, presenting and social media brought different perspectives, but a shared love of motorsport and a feeling that something was missing from what racing fans were being offered.

We wanted motorsport-inspired clothing we would actually wear. Not just at the track, but to brunch, to the airport, to the gym and everywhere in between.

So we made it.

Principal The Label takes cues from racing without relying on traditional team or driver merch. Think subtle motorsport references, considered details, oversized unisex staples and pieces designed to feel just as good away from the track as they do on race weekend.

Everything starts in Melbourne and is produced in intentionally limited quantities. We don't believe in making endless amounts of product or chasing every trend. Our collections are designed as limited drops, and when they're gone, they're usually gone.

More Than Race Day

Principal The Label started because we saw a gap in motorsport fashion, particularly for women.

Women have always been racing fans, but for a long time the clothing, marketing and wider culture around the sport didn't necessarily speak to us. We wanted to create something different: a brand where women could see themselves in motorsport without having to fit the traditional mould of what a racing fan looked like.

What started as clothing has grown into a community of people around the world who love racing, fashion and the culture that surrounds both.

You'll find Principal The Label at the track, but you'll find us everywhere else too.

From Australia, With a Love of Racing

Principal The Label was born in Melbourne (Australia), home to one of our favourite race weekends of the year, but racing has taken us far beyond it.

The places, people and moments we encounter along the way continue to shape what we make. For the track. For everywhere after.

Say Hi...

Have a question, an idea, or just want to talk racing? We’d love to hear from you.
Drop us a note below and we’ll get back to you as soon as we can.

Hayley & Elle
Co-Founders, Principal The Label