PRIMAL DIVISION IS TAKING OVER

FAR MORE THAN A BRAND

Built for the early mornings, the late nights, and everything in between.
For those who refuse to blend in.
For those who bring energy into every room they walk into.
For those who bring presence .
This isn’t fashion.It’s confidence.
It’s identity.
It’s a way of life.
HCIOB isn’t worn.
It’s felt welcome to the ⛈️.

FOUNDERS STORY

MY STORY STARTED IN WHANGANUI, NEW ZEALAND, IN 1993.

STATE HOMES. HAND-ME-DOWNS. NEWSPAPER STUFFED IN MY SHOES.

IN 2012, I MOVED TO AUSTRALIA WITH ONE SUITCASE, $1,500 TO MY NAME, AND A PHD:

POOR. HUNGRY. DRIVEN.TODAY I HAVE A WIFE, TWO BEAUTIFUL DAUGHTERS,AND A REASON TO SUCCEED.HEAVY COLLECTION IS FOR THE PEOPLE WHO HAVE FACED ADVERSITY, REFUSED TO QUIT, AND KEPT FUCKING PUSHING WHEN LIFE TOLD THEM NOT TO.WHERE YOU START ISN’T WHERE YOU HAVE TO FINISH.

COMMUNITY