Primal was founded in 1992 by 'real' cyclists. It's an ethos they maintain today: every employee must be a passionate and positive cyclist - but not necessarily a hugely talented one! Their primary aim is to create clothes for cyclists that not only work perfectly, but also look unique, beautiful and full of character.
Their design department is famous in the cycling world, constantly creating ambitious new looks but never allowing style to overwhelm substance. They've remained human, approachable and flexible. They go out of their way to stay focused on 'pedalling not peddling'. It's a great approach.