Primera Pro's Core Values

Running a company without core values is like a try to navigate Sand Hollow Utah without a map. Yous gonna get lost.

Below are the main guiding stars that keep us aligned to our purpose and origin. These Core Values aim to play a role in most every decision Primera makes from partnerships to our products.

Land Stewardship

How serious are we about taking care of our trails? So serious that we have created a whole line of products whose proceeds are proudly donated to Blue Ribbon Coalition and Tread Lightly.

Go check out our 'Steward Of The Rocks' collection.

Steward Of The Rocks

Inclusion

Everybody on the trail deserves camaraderie, friendship and acceptance. Primera Pro seeks to include and befriend all regardless of build list, experience, background ect. Whether in the snow, sand, mud or rocks the trails are a place to facilitate lifelong memories and friendships. As we unite as an off-road community we will be better suited to care for our trails for future generations to enjoy.

Hard Line Warranty

Primera Pro stands behind every product made with great pride. If any product is torn, stretched or broken in any way, send it back to us and we will repair or replace it. We aim to fight rampant consumerism by establishing a culture of fixing instead of ditching.

Iterative Craftsmanship

All of Primera's signature products are serialized with a unique Batch ID Number. This allows not only for traceability and warranty control, but for continuous improvement of products. All signature products live inside the iterative loop of refinement. Continually being battle tested, continually being strengthened.