Primal Wear

Primal is an American brand that’s all about affordable, accessible fun. They offer a huge range of kit – from on-the-bike performance to off-the-bike casual – all with their signature splashes of colour and personality.

With some brands it can feel like you’re paying that little bit extra for visual flair. Not so with Primal. Here you get the vibrant design at a price most can afford.

With so many designs on offer, you won’t get quite the same sense of exclusivity associated with some other brands. But if you can live without those little nods of kudos from other riders, who cares?

Primal are also big players in the custom kit game. So that means you can get your own designs onto anything from bib shorts to urban hoodies.

Where to buy

Where to buy Primal Wear

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