New unisex footwear brand Primury puts a sartorial spin on the classic plimsoll that's been a British sporting staple since the 19th century.
Working with leather, striped elastic or stitched uppers and rubber soles, Primury (coined from the word primary or first), offers an avant-garde twist on fashion's current slip-on sneaker phenomenon, which is no doubt why they are exclusive to Dover Street Market for their debut A/W 2015 season.
'Collection Zero is inspired by early memories of exploring boundaries and innocence,' says co-founder Ben Read. 'Over time these become hard to recall or forgotten. Primury revisits the traditional plimsoll as it takes on elements and ideas from these early memories through the three core styles - Curio, Fabl and Basal.'
The London-based collective, helmed by Read, Paul-Anthony Smith and Solene Roure, looked to the hazy black and white photography of Japanese lensman Daido Moriyama for the collection and accompanying campaign. 'Moriyama captures grainy moments as if part of a memory,' Read explains. It's a fitting reference to the original sandshoe's far-reaching legacy, having first washed up on England's pebbly beaches in the 1830s, before being adopted by the nation's school children for physical education classes.
Working with leather, striped elastic or stitched uppers and rubber soles, Primury (coined from the word primary or first), offers an avant-garde twist on fashion's current slip-on sneaker phenomenon
'Collection Zero is inspired by early memories of exploring boundaries and innocence,' says co-founder Ben Read. 'Over time these become hard to recall or forgotten. Primury revisits the traditional plimsoll as it takes on elements and ideas from these early memories through the three core styles - Curio, Fabl and Basal'
Helmed by Read, Paul-Anthony Smith and Solene Roure, the collective looked to the hazy black and white photography of Japanese lensman Daido Moriyama for the collection and accompanying campaign. 'Moriyama captures grainy moments as if part of a memory,' Read explains
It's a fitting reference to the original sandshoe's far-reaching legacy, having first washed up on England's pebbly beaches in the 1830s, before being adopted by the nation's school children for physical education classes
-
Highlights from the transporting Cruise 2026 showsThe Cruise 2026 season began yesterday with a Chanel show at Lake Como, heralding the start of a series of jet-setting, destination runway shows from fashion’s biggest houses
-
Behind the design of national pavilions in Venice: three studios to knowDesigning the British, Swiss and Mexican national pavilions at the Venice Architecture Biennale 2025 are three outstanding studios to know before you go
-
Premium patisserie Naya is Mayfair’s latest sweet spotHeritage meets opulence at Naya bakery in Mayfair, London. With interiors by India Hicks and Anna Goulandris, the patisserie looks good enough to eat
-
20 years of Dover Street Market’s transporting in-store installations, from giant elephants to soft toysAs Dover Street Market, Rei Kawakubo and Adrian Joffe’s radical London concept store, celebrates its 20th anniversary, we look back at ten of its most colourful installations, crafted alongside Simone Rocha, Jonathan Anderson, Martin Parr and more
-
A guide to the best fashion stores London has to offerWallpaper* picks the must-visit London fashion stores – from big-name boutiques and classic department stores to the best in vintage, alongside the sleek and experimental
-
’Daring to tread into the unknown’: a first look inside Dover Street Market ParisDover Street Market reveals the interior of its new Rei Kawakubo-designed Paris outpost, marking a new chapter for the inventive fashion store
-
Finest fashion moments of London Frieze Week 2023The best fashion moments of London Frieze Week 2023, from stylish new sponsors to happenings from Gucci, Thom Browne, Burberry and more
-
Dover Street Market brings ‘beautiful chaos’ to Los Angeles Arts District -
Geometric precision: Noir Kei Ninomiya’s mathematical designs for Moncler -
Retail rebellion: we trace Dover Street Market’s first decade of boundary-pushing design -
Dover Street Market opens a New York outpost
