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Primury is a contemporary unisex footwear brand and anonymous lifestyle collective. Established in London in 2014, the collective aim to embrace multidisciplinary fields such as photography, art and technology while they reinterpret and modernise classic sneakers for men. 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 shoes.