Diversity in footwear. Diversity in footwear. Established in 2020.


Apparel & Accessories






Filling Pieces


Foot Industry

Gray Matters

Gray Matters is a collection of standout sculptural pieces: objects with a life of their own or enhancing the character of women like no other.

As in gray the color, Gray Matters is versatile and sophisticated, always adding subtle nuances, never imposing.

Designer Silvia Avanzi was inspired by the artistic heritage of her native country Italy, along with the hectic lifestyle of her adoptive city New York. Beginning with her long time passion for shoes, in 2015 she decided to solve the eternal challenge of how to effortlessly make a personal statement from work to play, from day to night.

Gray Matters is made by three generations of expert shoemakers near Venice in Italy. Exuding with artisanal details, each piece carries an attitude of its own; a casual confidence of women who can own it.

Gray Matters

Guillermo Bravo


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Jason Markk


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Peterson Stoop


Committed: to original, progressive design. So that we can continually evolve our creative process, comfort and quality.

Conscious: for our customers and the planet, so that we can operate in a trustworthy, transparent and contemporary mindset. Providing long lasting quality style and staples with a responsible conscience. 

Curious: to be experimental, unconfined and uninhibited. So that we break new ground, seek the surreal and forge new standards in the industry.

Inclusive: Our unisex styles have distinct, purposeful details and features. Which are a metaphor for collective inclusivity and our celebration of uniqueness, in all formats. A message which underpins the Primury brand DNA.

For more information about us and our story please email us at info@primury.com


Rachel Comey



SLIDE INTO SPRING: Brandblack Kashiba-Lux Slides

SLIDE INTO SPRING: Brandblack Kashiba-Lux Slides

Celebrate Spring with our best selling slides from Brandblack. Whether you're preparing for an upcoming vacation, or just need a new breathable slipper for lounging at home, we've got you covered.



United Nude