Established in London in 2014, Primury is a contemporary unisex brand and lifestyle collective. Aiming to embrace a range of fields including art and photography, they reinterpret and modernise classic sneaker ideals. They take their name from the word ‘primary’ – the earliest time or order. Their sneakers are handcrafted in Portugal and strip back frivolous detailing, offering a modern, minimal take on archetypal styles such as the school plimsoll, the Oxford, and the golf kiltie shoe.