Halfords to stock Primal clothing

Retailer follows up Pinarello announcement with unveiling of new high-end clothing label

by David Arthur   March 11, 2013  

Halfords continues to head upmarket with the announcment that high-end clothing brand Primal will be available online and in stores.

Readers with long memories may remember Primal Wear from the 90s. The US-based clothing label launched in 1992 and made an impact with a range of very bold designs, with examples including the Grateful Dead jerseys and Pink Floyd designs. Well, those designs, and many more, are back and being stocked in your nearest Halfords.

They’ve been rather quietly continuing to grow the brand with a focus on technical cycle clothing, and their new Helix Axios range will be available in stores. With an understated and simple design, I think this jersey looks really good. It’s made from an SLR Ion fabric which should keep you dry when you get a sweat on. Z92 sleeves rely on the compression of the fabric to stay in place without any gripper tape or silicone dots. An AE Elite fabric is used in the side panels and shoulders to improve aerodynamics. The jersey costs £69.99.

Matching bib shorts use a HX8 Carbon chamois with a 4-way stretch and multiple density foam, with carbon filaments reducing moisturizing and preventing bacterial buildup. They cost £119.99

Check out the full range at www.primaleurope.com and find your nearest Halfords at www.halfords.com

4 user comments

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I like it, but it's Halfords! Crap, now what do I do?! Confused Devil

If I could have, say, 6 bikes, would it stop me drooling over others that I don't have?

posted by notfastenough [2953 posts]
11th March 2013 - 14:23

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I really can't work Halfords out - stopped by one on ride out yesterday to grab a tube and kit, sorry you can't bring your bike in..ok fine I'll lock it here. You can't lock it there sir we'll remove it, ok can you direct me to your bike parking..we don't have bike parking you can lock it across the road ('A' road behind a hedge out of sight err no thanks!)..needless to say I went on my way and got much better service at a large bike retailer down the road.

All well and good selling bikes and accessories but they have a real aversion to cyclists and their needs..feeling the business model is going to fail

posted by twist305 [23 posts]
11th March 2013 - 17:45

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I love Primal kit, but if what twist305 says about Halfords is right (a bike shop without bike parking? Seriously?) then I will just order online from someone else...

I'm riding the 2013 Giro d'Italia for charity! Check it out and follow my progress live at www.tourletour.com

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posted by Tour Le Tour [91 posts]
11th March 2013 - 21:09

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I think it's down to the individual store. The other week I caught out with a puncture on leaving work and no spanner to remove the wheel. Halfords were quite happy to lend me the tools and repair my puncture in store. Ironically Evans across the way were only prepared to do the work themselves and charge me for the pleasure.

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posted by giff77 [1040 posts]
12th March 2013 - 16:07

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