Our Story

Primero is more than a brand.
It’s a reflection of identity.

It’s for those who carry culture and tradition on their back, yet move forward with their own blended swagger.

Built for the self-starters. The risk-takers. The culture-makers.
For the ones who are first.

First-gen.
First to walk into rooms they weren’t always invited to.
First to build something from nothing.
First to do it their own way.

Primero represents a new wave, one that honors where we come from while rewriting what comes next.

One that understands the weight and pride of being first.

Every piece is designed to move with you. From the morning hustle to sunset rounds and late-night ideas. Premium. Simple. Sharp.

It’s not about being the only one.
It’s about being the one who shows others what’s possible.

This is Primero.
Made for the first ones in.

Rodrigo Gonzalez

This isn’t just my story. It’s the story of a generation built by firsts.

I realized that so many in our generation are the first in their families to dream bigger, to take risks, and to do something different. That’s not just a responsibility, it’s an identity we should be proud of.

Primero was created to honor that pride and to build a community of firsts. A place where our stories, our hustle, and our culture come together to empower all of us who carry that weight and that hope forward.

For the first ones in. This is just the beginning.