Founded in Australia, Primi was born from a simple intention: to create timeless wardrobe staples defined by quality, comfort, and considered design.
Our journey began with the Signature Rib, a fabric that quickly became our best-seller and the foundation of everything we’re known for today. What started as a single long sleeve top; The Carina Long Sleeve, has grown into a full collection of elevated basics loved for their fit, fabric, and everyday wearability.
We craft each style with intention, working closely with our makers and using premium textiles chosen for their softness, durability, and structure. Produced in limited runs, our collections support a slower, more conscious way to shop, while offering exclusive access to high-demand styles that sell out time and again.
At Primi, inclusivity is at the core of everything we do. With sizes ranging from XS to 5XL, our silhouettes are thoughtfully designed to flatter real bodies and fit seamlessly into real wardrobes - season after season.
Not just basics. Primi.
Where are you based?
We’re proudly based in Melbourne, Australia. All of our design, development, and customer care happens right here, with a commitment to creating pieces that reflect our values of quality, inclusivity, and timeless style.
Are your suppliers ethical?
Yes - we work with a small group of trusted suppliers in China who we’ve built long-standing relationships with throughout our careers in fashion and manufacturing.
All of our suppliers undergo regular Qualspec audits and are registered with Sedex, an internationally recognised platform dedicated to promoting responsible sourcing and ethical supply chains. We’re committed to working only with manufacturers who align with our values and maintain high standards of care for their teams
Why do you produce in limited runs?
We produce in small, considered quantities to reduce waste, maintain quality, and ensure each piece retains a sense of exclusivity.
This approach allows us to be more mindful with our production, avoid overstocking, and remain focused on thoughtful design rather than mass production. It also means we can respond to feedback and demand more effectively, always keeping our community at the heart of what we do.
