Primury is a contemporary unisex brand and lifestyle collective. Established in London in 2014, the collective aim to embrace multidisciplinary fields such as art, photography and innovation while they reinterpret and modernize classic sneaker ideals.
The brand takes its name from the word “primary”, the idea of the earliest time or order. The shoes themselves are hand crafted in Portugal and offer a paired back twist on archetypal shoe styles such as the school plimsoll, the oxford and the golf kiltie shoe.
The Primury collective share a desire to develop products that become everyday staples and as such, with their playfully simple and do-it-yourself approach to design.