Primary’s focus is on essentials with the ethos of simplicity, movement, contrast and functionality. Our ultimate goal is for your primary pieces to become essentials in your wardrobe.

Our name itself steams from the modernist, minimal movement inspired by the 1966 exhibit “Primary Structures” shown in New York City. You will find minimalist and geometric themes throughout all our work. Founder and Creative Director Cleo Schroeder’s love of art and geometry is beautifully translated into her designs and reflected in the naming of each garment including; the Acute Blouse, Baxis Pant, Linear Dress and some of Cleo’s favorite artists such as the Koons Blazer, the Longo Coat and the Masik Pant. Inside multi-talented Canadian Artist Pamela Masik’s art studio, the initial Primary lookbook was created.

The first Primary collection was launched in 2011 in Montreal, Canada and our work has been featured in magazines such as Vogue India, Elle Canada, WWD Japan, Fashion, Nylon and online publications such as TeenVogue, Harper’s Bazaar, InStyle, Lucky, Refinery29, Flare, Grazia Italy, and Elle Japan. We are sold at selected retailers around the world and online destinations such as Shopbop, Revolve, Bluefly, and Singer22.

[ See our complete current list of stockists here ]