Fine footing: new unisex shoe brand Primury redefines the classic plimsoll
![Primury plimsoll](https://cdn.mos.cms.futurecdn.net/azuMfJa2wZ93Ji4EMQqRHd-415-80.jpeg)
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
Wallpaper* Newsletter + Free Download
For a free digital copy of August Wallpaper*, celebrating Creative America, sign up today to receive our daily digest of inspiration, escapism and design stories
-
Feel at home at Auberge, Château La Coste's new inn for culture lovers
Auberge La Coste sits at the heart of the art-filled estate, minutes away from the joyful town of Aix-en-Provence
By Harriet Thorpe Published
-
This Nova Lima apartment is a Brazilian family oasis with striking Minas Gerais views
A Nova Lima apartment designed by Jacobsen Arquitetura celebrates its long, natural Minas Gerais vistas
By Ellie Stathaki Published
-
Commune’s sustainable personal care products look ‘quite unlike anything else’
Commune’s Somerset-made products stand out in the sustainable skincare crowd. Madeleine Rothery speaks with the brand’s co-founders Kate Neal and Rémi Paringaux
By Madeleine Rothery Published
-
’Daring to tread into the unknown’: a first look inside Dover Street Market Paris
Dover Street Market reveals the interior of its new Rei Kawakubo-designed Paris outpost, marking a new chapter for the inventive fashion store
By Jack Moss Published
-
Finest fashion moments of London Frieze Week 2023
The best fashion moments of London Frieze Week 2023, from stylish new sponsors to happenings from Gucci, Thom Browne, Burberry and more
By Jack Moss Published
-
A guide to the best fashion stores New York has to offer
Wallpaper* picks the finest fashion stores New York has to offer, from rare vintage finds and downtown designers to big-name boutiques
By Tilly Macalister-Smith Last updated
-
Dover Street Market brings ‘beautiful chaos’ to Los Angeles Arts District
By Carole Dixon Published
-
Geometric precision: Noir Kei Ninomiya’s mathematical designs for Moncler
By Minako Norimatsu Last updated
-
Retail rebellion: we trace Dover Street Market’s first decade of boundary-pushing design
By Katrina Israel Last updated
-
Dover Street Market opens a New York outpost
By Pei-Ru Keh Published
-
Dover Street Market Ginza, Tokyo
By Ellen Himelfarb Last updated