Primury was established in 2014 by product developers Ben Read and Paul-Anthony Smith along with design consultant Solene Roure. The footwear brand and lifestyle collective has established a design vision that strives towards simplicity and casual refinement. Taking its name from the word ‘primary', the idea of the earliest in time or order, the London-based label pulls from nostalgic elements of youth and innocence to deliver a well-edited offering of minimalist sneakers. Handcrafted in Portugal, modern interpretations of classic plimsoll slip-ons are elevated in streamlined silhouettes and monochromatic palettes. Breathable bandaged canvas and smooth calfskin uppers make a practical yet urbane statement set on rubber platform cupsoles and gum soles. Signature woven vamp panels and moc toe forms deftly finished with sleek whipstitched detailing showcase the label’s acute attention to detail.