The founder of Prim, I was born and raised in Ireland.

I was lucky enough to grow up surrounded by the game of golf.

After years of playing the game and working in the industry,

I noticed something missing in women’s golf apparel.

While the sport continues to evolve, the style often doesn’t reflect the

modern woman playing it. Over the past two years, I’ve been designing,

testing and perfecting every detail of Prim.

I’m so proud to finally share my first collection.

Prim is about honouring the tradition of the game while bringing a modern

approach to how women show up on and off the course.

Thank you so much to everyone who has supported me so far.

This is only the beginning, I’m excited for what’s to come.

Shannon x

P.S. For you Grandad 🤍