Primury doesn't get tired pointing out that it's not only a footwear brand but a lifestyle collective, established 2014 in London. Minimalistic in style but cheerful in appearance, the shoes with the bold sole is a redefinition of  archetypes.

The lifestyle armada behind UK's latest lucky shoe strike starts off with a bunch of experienced creatives: Frenchwoman Solene Roure who worked for LV, Nike and Puma and Paul-Anthony Smith, founder of the Awaykin agency and showroom, presenting Carne Bollente and Story Mfg among others and just released an EP supported by UK musician Tourist. They joined forces with photographer and director Sam Robinson and sales pro Ben Read. This explains the multidisciplinary slant and the well-told story of their sneakers: the fusion of DIY and nostalgia, a playful design approach to rethink very British shoes like the plimsoll.

Plimsolls date back two centuries and were made of Canvas with rubber soles,  when they became more comfortable British school kids started wearing plimsolls in sports class. Primury's new take on the originals is classy but fun: the chunky soles are inspired by astronaut boots (check them out from below!) and made of 50% recycled rubber, then combined with finest outer materials. Shoes are handmade in Portugal and unisex: "We are a unisex brand, because we believe in equality and inclusivity."

We are happy to welcome the DYO model on board, Greek for "two", and the Scratch, their latest Velcro strap style.

Shop the styles at Afura below.