Primury is a contemporary unisex brand and lifestyle collective. Established in London in 2014, the aim is to embrace multidisciplinary fields such as art, photography and innovation while they reinterpret and modernise classic sneaker ideals. The brand takes its name from the word “primary”, the idea of the earliest time or order. The shoes themselves are handcrafted 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 with their playfully do-it-yourself and straightforward approach to design.