First up: Primury


Designers working in packs are something to get excited about. There are American family trio Orley and fellow New Yorkers Public School and elusive grouping Vetements headed by Demna Gvasalia in Paris. New to the fold is London based independent footwear brand Primury.

Founded in 2014, the brand, which takes its name from the numerical ‘primary’, is headed by a lifestyle collective and aims to embrace multidisciplinary fields, from photography to art and technology. In fashion terms, this currently translates to Primury’s highly edited range of unisex trainers, sold at Dover Street Market among other select retailers. Sleek and paired back in design, Primury’s three models reminisce about teenage memories, and interpret the classics off shoe design. The signature style is ‘Basal’, a slip-on with rubber cup-sole and medicated leather insoles taking us back to classrooms and schoolyards past. ‘Fabl’ is a dynamic take on the classic oxford, Our favourite is the ‘Curio’ – which in design journeys from the shoes spotted on genteel golf courses galore to the ’90’s failsafe, the big tongue sneaker. FB

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