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I’m a seamless lover between sizes

Question Hi Primary Personals, I’m interested in the Else Bronze Nano Bra or the Else Bare Longline Bra. My underbust measurement is 71.5cm.My bust measurement is 81.5cm. I’m looking for something ...

How to wash your bras | The Primary Way

Gentle, thoughtful care for the garments that support you every day. At Primary, we believe that the way we care for our essentials reflects the way we care for ourselves. That’s why we treat bra c...

Every Woman's Story Matters | Jenna Hipgrave

The Primary Way

We understand that buying bras can be a daunting task. Often, it feels more like a chore than a pleasure, but it should truly be a delightful experience. You deserve better; you deserve more. At ...

Why Primary Is not holding a Black Friday Sale (And What We’re Offering Instead)

As the holiday season kicks off, we’ve been thinking a lot about Black Friday and what it means for our small, growing brand. You’ve probably noticed the massive sales and promotions flooding your...