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In 1992, in the humble confines of a garage, our founder, Dave Edwards, ignited a dream fueled by his passion for cycling. What started as a small venture alongside a business partner quickly transformed into something much greater—a family-run treasure at the heart of the cycling community. Fast forward 33 years, and we at Primal stand tall as a beacon of adventure, connection, and a steadfast commitment to giving back.

Our journey is deeply rooted in family values, with Dave's daughters, Shawna and Jessica, playing an integral role in our story. Their childhood memories of helping Dad fold and tag t-shirts destined for retailers like Performance Bike, REI, and local bike shops in Denver sowed the seeds of a lasting legacy. Over 18 years ago, Shawna and Jessica teamed up with our former Korean distributor-turned-product developer, Rok Yoon, and Marketing Creative Tim Baker, to carve out a unique niche for Primal—a family-owned cycling apparel company that reflects our shared values.

What truly sets Primal apart isn't just the cycling gear we produce, but the heart behind our operations. Our leadership team, including Quy Nguyen and Alison O'Neil brings a collective 50 years of experience in the apparel industry. They not only understand the ride but also the profound impact our business can make within the cycling community.

At Primal, we thrive on fostering a community where athletes from all walks of life are encouraged to challenge their limits, share their journeys, and create unforgettable memories. Yet, the essence of Primal extends far beyond the thrill of the ride. We believe in the transformative power of cycling and the importance of giving back. Our commitment to advocacy, charity, and performance is woven into the very fabric of our creations, where every stitch tells a story of passion, resilience, and our collective mission to make a difference. As a family-run business, our connection to family values and the community resonates deeply within us. Primal is more than just a cycling apparel company; it's a legacy of love, creativity, and the relentless pursuit of adventure. As we continue to grow and innovate, we remain steadfast in our dedication to inspiring others to embrace their passions while remembering the importance of making an impact—on the bike and beyond.