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The “Taped” sneaker makes it debut from the Primury x Avery Dennison RBIS partnership

We caught up with Primury founders and spoke to them about the latest launch

Primury and Avery Dennison RBIS have a shared passion to create products, which drive innovation and push industry trends forward whilst simultaneously maintaining the ability to produce functional everyday staples that answer market needs.

Primury is currently stocked in globally-renowned luxury retailers such as Dover Street Market worldwide, Goodhood London and MatchesFashion online. Their playfully simple and do-it- yourself approach to design embraces experimentation, enabling them to become experts at invention and reinvention. The latest release from Primury is no different!

The limited edition “Taped” sneaker release showcases a number of branding products developed in partnership with Avery Dennison RBIS, which have clearly enabled Primury to reinterpret and modernize classic sneaker ideals. The “Taped” sneaker brings to life the brand’s playfully simple and do-it-yourself approach via photographic AgilityTM HD colorful masking tape heat transfer graphics and 3D molded silicone tongue labels.

What inspired the “Taped” collection?

Since the beginning, we've been about experimenting with tape quite a bit. Tape is such a wonderful thing. Our sole features a unique wrinkled tape effect, never achieved before, our silicone labels are life size tape with torn edges, and our sockliner features a photo-realistic Primury cellotape. The "Taped shoe" came from a desire to bring colour and visual impact, in a new way.

The light yellow is not a very desirable colour, so we played with alternatives. We tried blue, inspired by traditional workwear French worker jacket; orange/red, THE safety tone for workwear attire; and green was an alternative in case blue didn't work. We were aiming to only use one tone, but in the end they made sense together. Tape is also an alternative to stickers, which Avery Dennison is so famous for, so we wanted to play with that idea.

 

We were aiming to only use one tone, but in the end they made sense together. Tape is also an alternative to stickers, which Avery Dennison is so famous for, so we wanted to play with that idea.

How did Avery Dennison’s solutions help bring your vision to life?

The way we work with Avery Dennison is very organic, by now we know the team well, so it's always a pleasure working together.

We came forward with a bunch of ideas: accessories, transfers, labels and materials and Avery Dennison helped us bring them to life.

Sometimes things come out perfectly in one go, others it's a real brainstorm process. Avery Dennison comes back to us with options that will give us news ideas, and we end up with something better than originally briefed. It's very much a collaborative and inspiring approach.

 

What trends are you looking to explore next in your footwear?

We want to keep exploring clever vegan materials, that last as long as leather, and get  more and more informed about sustainable solutions, so we can apply them to every part of our business.

When it comes to creating new footwear, it's very much a personal, instinctive approach. We want to create product that speaks to us first: versatile, high quality, but with a clever twist.

We live in a increasingly hybrid world where lines are blurred: Work vs Personal life, Reality vs Digital identity, Casual vs Formal. 

We want to create hybrid products, that look more sartorial perhaps and less sneaker but without ever compromising comfort, originality and sneaker innovation. 

 

We want to keep exploring clever vegan materials, that last as long as leather, and get more and more informed about sustainable solutions, so we can apply them to every part of our business.

What’s next for Primury and Avery Dennison?

Avery Dennison is partnering with us on the launch our new shoe in AW19. We are creating a very special edition in partnership with them.

 

For further information please reach out to the team at rbis.trends@averydennison.com.
Don’t forget to follow all the latest projects from the Trends & Brand Partnerships team via instagram @madetomention

 

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