Q&A: James Smith (Primal Europe)

Another of VeloUK’s sponsors helping us serve the sport is Primal Europe who supply custom clothing to the Welsh Cycling and Rowe & King to name but two of their customers – we quiz James Smith about the clothing …

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Q&A: James Smith (Primal Europe)

Another of VeloUK’s sponsors helping us serve the sport is Primal Europe who supply custom clothing to the Welsh Cycling and Rowe & King to name but two of their customers.

Darren Tudor, former Great Britain coach and now the head Welsh Cycling coach says of the clothing “Primal has offered the support of fantastic race and technical wear, and in turn given us the opportunity to invest more in our coaching and racing programmes.”

Rob Partridge, former professional for many a year and now manager of the Wales Racing Academy (@WalesRacingAcad ‏) “We’ve been really happy with what we’ve received from Primal. The Academy was set up to provide our U23 with the stepping stones to a career in cycling – so these riders are working hard, day in – day out.

The kit they have helps them do the job, whilst looking smart, and more importantly they have everything they need. Whether it’s a team pursuit, a cold and wet winter ride or a race in 30degrees – the riders have everything they need to get the job done. James and the team at Primal are great to work with, and show real interest in what we’re trying to achieve. The rider feedback has been really positive about the kit and we will continue to use in through into our 2019 season”

Rowe & King – Courtney Rowe (Rowe & King Head Coach) “We chose Primal because of the quality of kit. I’ve spent most of the winter riding in temperatures barely above 0 degrees in the Epoch Race Jersey and wind jacket – a great combination” whilst Matt Rowe (Coach) added “we are loving our new Rowe & King kit range from Primal – comfortable and stylish, plus a great team to work with”.

Question Time with primal Europe’s James Smith
VeloUK: Over the years, what teams have been using your clothing?
James: Spin Rotor Primal, Starley Primal, Team Raleigh GAC, Welsh Cycling, Velo Birmingham, Velo South, Velothon Wales 2018 and Team OnForm to name a few.

Anna Henderson in Primal Onform kit winning in 2018

VeloUK: What is your personal favourite piece of Primal clothing?
James: The Epoch Jersey as it’s wind and waterproof but fully sublimatable to team colours and designs. Find out more here:

VeloUK: What major partners are you working with in 2019?
James: Welsh Cycling, Wicklow 200, Race Around Ireland. Velo Midands and Velo 29

VeloUK: How many different items of clothing per rider would Primal supply a team like the Wales Racing Academy?
James: Usually around three jerseys, shorts and two skinsuits along with accessories

VeloUK: How many different types of road cycling jersey are there these days?
James: We’ve just released two new items to the Road Jersey Range. Now we have seven different styles of jersey’s starting at the entry level Sport Cut Jersey right up to the new Elite Equinox Jersey. More here:

VeloUK: Working with the Welsh Academy, how has their feedback helped you make the clothing even better?
James: We have received great support from Welsh Cycling. The riders have been incredibly responsive and supportive to us. We have just released a new skinsuit that will get its first outing at the National Track Championships.

VeloUK: What are the most unusual requests you have had when fitting and working with riders for custom clothing?
James: Recently, we created a range of arm warmers for people suffering with MS as a compression item in a natural skin tone.

VeloUK: Do you find yourself learning a lot when dealing with experienced people like Rob Partridge at the Academy along with the likes of Dani King/Matt Rowe?
James: These guys are totally on it when it comes to kit. Rowe & King really knew what they wanted in their design right down to width of the lines. We were very happy to oblige and you can buy the kit here

VeloUK: Has there been an expansion of the brand in Wales since working with Welsh Cycling?
James: We have made some ground in Wales over the last 12 months but now we are really hoping that clubs in Wales will see what we are doing to support grass roots cycling in Wales and start contacting us for their club kit. There are a lot of suppliers out there that do nothing for the sport and that really frustrates me.

VeloUK: Are there off the shelf items available to compliment the custom clothing range?
James: New Trimotif EVO 2.0 kit with matching Arm, Gilet and Gloves. Same as the Stirling kit and the Women’s Aqua Kit.
Trimotif EVO 2.0 kit:
Stirling kit:
Women’s Aqua Kit:

VeloUK: Have you new products in the custom clothing range for 2019?
James: We released our new elite Echo Aire Skin Suit as used by our US office at the Colorado Classic, New Equinox Elite Jersey, Omni Jersey + bib as well as the Nexus Jersey + Bib.

VeloUK: Primal is producing clothing too for Sportives?
James: We are the title partner for some of the biggest sportives here in the UK including Velo Birmingham and Midlands and the Velo29 series.

VeloUK: Finally, as well as teams and clubs, who else does Primal produce clothing for?
James: We have produced the jersey for the Garmin Ride Out, Velothon Wales, and interestingly lots of clubs in Iceland too!

Here is a code for readers to try Primal – VELOUK15 15% off across the site – note: will not work on sale or event items.



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