PRIMITIVE LONDON is the brainchild of Andrew Grune and Lui Nemeth, coming into fruition in the summer of 2010. Sustained by a creative body of artists, designers, writers and musicians, Primitive exists as a multiplicity of forms and individuals. The name Primitive was chosen for its embryonic connotations, highlighting the coruscating nascent energy found at the beginning of development.
At the start of 2011, Primitive additionally grew into a boutique, and online store. Selling one-off artisanal pieces from emerging designer around the globe, the sui generis nature of the archway shop earned Primitive the accolade of finalist in the 2011 FARFETCH.COM’s Superstore Award for best new boutique worldwide. Primitive’s global nature has also led it to nomadically venture in the form of pop-up shops to Berlin’s VOO store and cult Tokyo fashion emporium FAKE. A/W12 sees the journey to fresh pastures continue with the temporary relocation of Primitive stateside to LA.
Collaborative practice is integral to Primitive, and to better aid this the newly formatted and refashioned Primitive website was created. Operating as a more accessible platform for contributors worldwide to showcase their work and help elucidate the Primitive ethos through the mediums of TEXT / IMAGE / AUDIO / VIDEO, the aim of the website is to move away from the fleeting, expendable nature of blog posts and create online pieces of a calibre that prompts revisitation, enduring the ephemerality of fashion and the entropic inherence of internet content.
Launching their own label in 2012, Primitive design and produce their own merchandise bearing its prominent logo: a symbolic representation of the two arches that make up Primitive London with the railway lines that run above them. With the success of Primitive’s first collection: TEN – made in conjunction with NADIR TEJANI (June 2012) further collections are to follow.