Playful, Simple, Contemporary : The London Based Footwear Brand Reimagining Our Everyday Staple

Primury is a contemporary unisex footwear brand and lifestyle collective. Established in London in 2014, the collective aims to embrace multidisciplinary fields such as photography, art and technology while they reinterpret and modernize classic sneaker ideals. 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 shoe. The Primury collective share a desire to develop products that become everyday staples, with their playfully simple and do-it- yourself approach to design.

The Primury collective share a desire to develop products that become everyday staples and as such, they pride themselves on their playfully simple and do-it- yourself approach to design. Their first collection (Zero) was picked up by Dover Street Market London and some of their other globally renowned stockists include Dover Street Market London, New York and Ginza, I.T Hong Kong and Beijing, SSENSE, LNCC, Goodhood and Matches online.

Primury and Avery Dennison RBIS have a shared passion to create products, which drive innovation and push industry trends forward whilst simultaneously maintaining the ability to produce functional everyday staples that answer market needs. Together we have brought to life the brand’s playfully simple and do-it-yourself approach with photographic masking tape heat transfer graphics, 3D raised silicone patches, specialty yarn Component Weave™ and more. Explore the below collections featuring a curated selection of inspiring new branding developments from our special project collaboration with Primury.

"It's been so amazing to see our ideas come to life, thanks to the RBIS team. They gave us the tools and support to develop our quirky ideas and push them further. They kept us on track, and even delivered some of our developments early. The results so far have been beyond our expectations and it's been a pleasure throughout."

Solene Roure, Designer & Partner, Primury.

Fall Winter 18 A Playfully Simple &
Do-It- Yourself Approach To Design

Primury’s playfully simple and do-it-yourself approach to design embraces experimentation, enabling them to become experts at invention and reinvention. For AW18, Avery Dennison were delighted to be working with Primury to collaborate together to explore our shared love of unusual and innovative materials. Primury explored a variety of specialty yarns, such as the repurposed Albert yarn sourced and created using waste from the looms. Their sneakers also feature new tape-inspired silicon tabs, tear-out labels and pixelated paper plane mouse cursor key fob. Primury are also excited to introduce the DYO mid-top sneaker this season- inspired by the now cult favourite DYO Low style. The reinvented DYO boasts cardboard-like, exaggerated eye-stays and is available in grain leathers or white-out textile.. With this, Primury continue to develop their unisex, DIY, minimal world of classic shoe design with a contemporary twist.


Primury is committed to original, progressive design, continually evolving their creative process. They are curious, experimental and uninhibited. They seek to break new ground and forge new standards in the industry. Their unisex styles have distinct, purposeful details and features. Which are a metaphor for collective inclusivity and our celebration of uniqueness, in all formats. A message which underpins the Primury brand DNA.

The limited edition “Taped” sneaker release showcases a number of branding products developed in partnership with Avery Dennison RBIS, which have clearly enabled Primury to reinterpret and modernize classic sneaker ideals. The “Taped” sneaker brings to life the brand’s playfully simple and do-it-yourself approach via photographic AgilityTM HD colorful masking tape heat transfer graphics and 3D molded silicone tongue labels.

Copenhagen Fashion Summit 2019: Sustainability Never Looked So Good

Sustainability is a vast and complex issue. At Avery Dennison, we work with brands and retailers to turn these challenges into opportunities. Our practices of designing, developing and testing sustainable products, systems and strategies underpin everything we do. We strive to be a force for good in the apparel and footwear industry, collaborating with our partners to reduce environmental impact and advance the circular economy. At Copenhagen Fashion Summit 2019, Avery Dennison presented the Design Studio, an interactive, inspirational space that showcased a variety of solutions dedicated to supporting the design and creative community.

For a limited edition release we collaborated with Primury on the design and development of a dynamic Component Weave™ fabric made with a new innovation, Albert Yarn. The resulting product reflected the playfully simple yet conscious ethos of the Primury team. By reusing our own waste to give it a new life it allows us to recycle more and work towards landfill-free operations. Find out more about this solution below.

Albert Yarn

Avery Dennison textile engineers are passionate about innovating with new yarns and combinations that are bespoke for our customers, to achieve the best possible results. Avery Dennison’s Albert Yarn reimagines textile waste as a resource with great potential and is a prime example of the circular economy – showcasing how the unwanted can be transformed into the useful and desirable. Albert Yarn is 100% polyester, with a natural touch and feel. It was created at Avery Dennison’s renowned Collitex site in Italy for use across a core range of woven products. No chemical processes are used in the production of the raw material and it is completely traceable within the recycling chain. Repurposing pre-consumer production waste not only saves water and energy but also eliminates the disposal process and any resulting emissions. Our Avery Dennison "Collitex" site in Italy is recognized worldwide as a center of excellence and innovation, with owning the reputation as having a long history of being a global leader in the Jacquard narrow fabric weaving industry. Component WeaveTM is a groundbreaking structural material that leverages Jacquard weaving technology for the footwear industry and beyond.

Brand Solutions

External Embellishments
Sustainable Soltuions
Graphic Tags & Packaging
Heat Transfers
Component Weave™
Specialty Yarns & Woven Tapes