Looking for high quality and fashionable design? The answer is both? You’ll find clothing for your handsome boyfriend at Principle M.

This Beijing-based brand is taking on the challenge of showing the city's men how to dress like a gent, using a combination of e-commerce and personal consulting. Whether you're a clueless scruff, or a fussy fashionista, Principle M will guide you through every step.

The company aims to fuse the best elements of online and offline shopping - the convenience of a website but the service and style one can only get from a personal shopper. All of this in a luxuriant space, replete with leather couches and complimentary cocktails, to make the experience feel special.

Located near Liangmaqiao, Principle M's HQ is a three-room style lounge with an inviting ambience reminiscent of a 1940s gentlemen’s club. We’re greeted by the bespectacled Kwan, a tall Chinese- American with a faint Minnesota accent and a suave swagger. The origins of Principle M came about in 2012 when Kwan met fellow co-founder Wouter de Haan in Beijing. The two men shared their frustrations about having to either overpay for imported quality at the high end of the spectrum, or compromise on quality at cheap markets.

Together, they envisioned a line of classic essentials for men seeking to raise the bar in their pursuit of a superior style. Kwam has experience in both retail and textiles, while de Haan - as co-founder of Dutch clothing brand Niki Mens - brought the necessary marketing and public relations knowledge. Armed with this experience, the two embarked on a mission to cultivate a generation of gentlemen in China.

The range is timeless in design - using only staple colours that are suitable all year round - but the fit is modern, giving contours to all the right places. This is a collection with utility: every individual piece is flexible enough to be paired with items in your existing wardrobe. Overall, the look here is clean and streamlined with a touch of vintage, which comes through in details; natural nutshell buttons, lapel pins and pocket squares (120RMB) are all a nod to a time gone by. Our favourite piece is a red stonewashed linen tie (280RMB). With its low-key classical appeal, it's the perfect accessory for dressing up or down depending on the setting.

While Principle M's online offerings are full of high-quality finds, there is, of course, the other key piece of the puzzle: its image-consulting. Based on personality, career and image, an expert stylist advises the customer on appropriate colour palettes and, after precise measurements are taken, helps choose materials to design customised clothing. With a lead of time of about one month, Principle M's made-to-measure line uses 100 percent natural fibres and offers dozens of customisable options.

There's a wide range of material to choose from, including everything from imported Italian fabric for the top-end suits (from 2,580RMB) to mother-of-pearl buttons for shirts with removable collar stays (880RMB), as well as blazers, oxford shirts and more. For a browsing experience with a difference, stop by for a tipple at their monthly social gatherings. How de rigueur.

Principle M

Address: Room 0807, Wing 3, Kunsha International Center, 16 Xinyuan Li, Chaoyang district.

朝阳区新源 里16号琨莎国际中心3号楼0807室.

Business hours; 10am-6pm daily

Tel: 6409 4356

Web: www.principlem.com