Born Primitive
Born Primitive is an American training apparel brand founded in 2014 by US Navy veteran Bear Handlon and Mallory Riley. Rooted in the CrossFit community, it sells performance apparel, training shoes, outdoor and tactical clothing.
| Founded | 2014 |
|---|---|
| Founders | Bear Handlon and Mallory Riley |
| Community | CrossFit |
| First shoe | Savage 1 (2023) |
| Website | bornprimitive.com |
What is Born Primitive?
Born Primitive is a functional fitness apparel brand closely associated with CrossFit. It was founded by Bear Handlon, a US Navy veteran, and Mallory Riley.
History
The company began in 2014 almost by accident, when Handlon had a seamstress neighbour make him a pair of compression shorts and gym friends asked for their own. Early growth came from setting up at CrossFit Regional competitions. The business has been bootstrapped without outside capital and employed about 75 people by 2023.
Products and positioning
The range has broadened from compression shorts into:
- T-shirts, tank tops, sports bras, leggings and training apparel for men and women
- Training shoes, starting with the Savage 1 in 2023
- Outdoor and backcountry hunting apparel
- Tactical clothing for military and law enforcement
The brand has donated over 1.2 million dollars to causes including support for military personnel and first responders.
Distribution
Born Primitive sells mainly through its own website, with a distribution centre in Virginia Beach and distribution in Canada, the UK, Europe, Australia, South Africa, Israel and the Middle East.
Why it matters
Born Primitive shows how a community led sportswear brand can scale from a niche sport into footwear and adjacent outdoor categories.
Frequently asked questions
Who founded Born Primitive?
Born Primitive was founded in 2014 by US Navy veteran Bear Handlon and Mallory Riley.
What does Born Primitive sell?
Born Primitive sells training apparel, training shoes, outdoor apparel and tactical clothing for men and women.