Born Primitive is not just another brand who make apparel. They are a community of people who embrace a way of life. The same way of life that we do at WIT.
Athlete driven and patriot inspired, their values and devotion to enhancing performance of their customers and supporting causes and charities beyond their own bottom line is both admirable and parallel to our own ethos. With this in mind, designing a collaborative collection was an offer we couldn’t refuse.
Manufactured by Born Primitive and honouring a nod to their core value of patriotism and WIT’s urban London origins, the featured designs take inspiration from the craftsmanship of military uniform and the work/training lifestyle our community embodies.
"We absolutely loved working with the WIT Team to bring to life their visions of a product line that speaks to the British culture. The design is unlike anything we have ever produced but at the same time, the color pallet is within brand guidelines for the both of us and the co-brand logo really gives it the collaborative feel we were looking for."
Incorporating the performance technicality, you’d expect from Born Primitive, they have created some of their classic shapes and in a bespoke plaid print, that wouldn’t be out of place on London’s Saville Row.
The collection is made up of 10 pieces. one unisex hoody, five women’s and four men’s styles, all featuring a lock up of the two brands logos and combining both the American and UK flags.
Born Primitives's COO Mallory Handlon feels the collaboration has tangibly brought to life the driving spirit of the brands.
"We absolutely loved working with the WIT Team to bring to life their visions of a product line that speaks to the British culture. The design is unlike anything we have ever produced but at the same time, the color pallet is within brand guidelines for the both of us and the co-brand logo really gives it the collaborative feel we were looking for."
For a limited time only, this collection will be available online only at
WIT-FITNESS.COM