It all started in 1992 with a handful of cotton T-Shirt design and a dream. Initially the business was run as a part-time project. First showing their product line at InterBike in 1992 was an immediate success and allowed them to sell to bike shops and international dealers. This success allowed them to create additional designs. In 1994 the company had started to show enough promise to make it a full time venture. By 1996 the www.primalwear.com website was launched allowing the small company reach customers across the world. Shortly there after Primal increased its product offering to include additional items including shorts and cycling accessories.
In 2003 Primal expanded its product offering to include officially licensed products. This product line included Rock & Roll legends; Pink Floyd, AC/DC, Bob Marley, The Rolling Stones, and many more iconic brands in the entertainment industry. This expansion also included officially licensed apparel for the United States Military.
In 2011 Primal moved its home office in Denver, Colorado to its present day location. Currently 42 employees work at the 9000 sq ft. facility. Primal actively encourages its employee’s to use alternate forms of transportation to get to work, especially the bike. Using the Greenlightride.com program, employees are compensated every time they commute to work. Primal and Alchemy have also teamed up with Denver Parks and Recreation to adopt a one mile long section of the Cherry Creek Trail that is across from the business complex. The employees of both companies regularly clean and maintain the bike and pedestrian path.
With a strong belief in promoting cycling, a healthy lifestyle and giving back to the community, Primal also donates and provides custom jerseys to local and national advocacy organizations such as BikeDenver, Bicycle Colorado, COMBA, American Diabetes Association, American Cancer Society, International Mountain Bicycling Association (IMBA), Multiple Sclerocis Society, peopleforbikes.org, The Children’s Hospital (Downtown Denver), and Trips for Kids International. In 2012, through the Primal Gives Back program, Primal was able to give back close to $250,000 in cash contributions to these organizations.
They also sponsor the annual "Primalpalooza" cyclo-cross race. This year Primalpalooza delivered thrills, chills and...horse corrals. The name is crazy, but Primal's commitment to the community is serious. This year's race supported two of the community’s most vital nonprofits;Trips For Kids, which puts more at-risk and disadvantage kids on bikes, and the Disaster Assistance Center for Colorado Flood Victims, which helps flood victims get their lives back together. Many people didn't even think about the good they were doing while they were in-between beer hand-ups, a food truck run, a Strider race, a massage and picking the dirt out of thier teeth.
Primal is a company that keeps cycling at its center. Whether this is on the Cherry Creek Path, at charity event, or at a race. Stop in and see them at the Quad-fecta. They are just west of the Nie Bros in the same warehouse complex. If you come around lunch-time, you'd better bring your bike and be ready to ride. Rumor has it, the Espresso Bar is almost up and running.