Primigi is an Italian brand founded in 1976, specializing in footwear, clothing, and accessories for children—from their very first steps through to adolescence. Internationally recognized for our 100% kids-friendly DNA, we stand out for our attention to foot health, the quality of our materials, and superior comfort. Today, we are a key player in the global kidswear market.

Our brand philosophy is built on three core values: innovation, reliability, and style. Every product is designed to support children in their everyday adventures, offering freedom of movement, breathability, and durability. Footwear is the heart of our brand: lightweight, flexible, and breathable shoes designed to move naturally with the foot. Our clothing is versatile and functional, combining style and practicality—perfect for school, playtime, and special occasions, always with an updated look.

We aim to stay close to the world of children by making strategic choices that blend performance with imagination. A standout example is our long-standing partnership with GORE-TEX: waterproof and breathable shoes made to handle every season and every adventure, always keeping feet dry and comfortable.

Starting from F/W 2025-26, we have introduced two exclusive capsule collections designed to inspire and excite. On one side, the four-wheeled energy of Hot Wheels for little explorers who love speed. On the other, the magical charm of Mermaid Magic, a dreamy universe of colors, glitter, and underwater fantasy. These original and highly recognizable capsules are set to become must-haves for both kids and parents.