PRIMAL LAB

Primal Lab made digital garments, footwear, characters and the rooms to show them in — built as 3D objects and issued on-chain rather than manufactured. He founded it and ran it as creative director.

Its own look is the opposite of what it produced. The work is dense: gold linework crawling over every surface, a hundred material variants, ornament on ornament. The studio's own images strip all of that off — a body reduced to a silhouette against a single sheet of light, a profile with one thin chain at the throat, a figure walking towards a lit doorway with nothing but cloud behind it.

So the identity introduces the work by showing none of it. That was the point: a house that stays quiet so the things inside it can be loud.

What came out of it has its own pages — the generative collection, the character collaborations with other studios, the sneakers, the scene.