What ECOLE PRIMAIRE does

École Primaire NYC is a privately held, founder-owned direct-to-consumer luxury fashion brand founded by Anita Da Silva and headquartered in Brooklyn, New York. The company designs and produces small-batch, locally-made high-end apparel within a 15-mile radius of NYC, releasing two capsule collections per year under a Saison naming convention (currently at Saison 6). Approximately half of each collection is built around premium Japanese denim, complemented by Italian Riri zippers and French tulle from Lyon, with about 80% of fabrics being natural fibers; the brand emphasizes couture-level construction techniques including multi-muslin pattern development, bound seams, baby hems, and clean interior finishes.

The core product line spans denim (Estelle, Lora, Matilda, Noelle, Erika), jackets (Alia, Eden, Amelia, Amelie), dresses (Juliette, Lilia, Lolita, Delphine), skirts (Maude, Mia, Annika, Karl), tops (Nicolette, London, Valerie, Freya, Tova, Elba, Antoinette, Robin, Oklahoma, Holland, Grace), and accessories such as the Fabi tote, with individual prices ranging from $250 tank tops to $5,025 couture dresses and some pieces offered as made-to-order or one-of-a-kind upcycled units. The brand blends masculine and feminine elements and positions itself around gender-fluid, sustainable, and timeless design.

Revenue mechanics are exclusively DTC e-commerce through www.ecoleprimairenyc.com (squarespace-hosted), with global shipping and free shipping over $250 for USA and international orders. Distribution is single-channel with no wholesale or marketplace presence; customer acquisition relies on seasonal lookbooks, press in WWD and other fashion publications, and organic social, supplemented by celebrity features including Billy Porter, Julia Garner, Tamron Hall, Karrueche Tran, Sofia Bryant, Bojana Novakovic, and Alysia Reiner. There is no disclosed funding, no institutional capital, no parent company, and no headcount data; the business is operated as a founder-led atelier with strategic supplier partnerships in Japan, Italy, and France.

Name

ECOLE PRIMAIRE

Legal name

Ecole Primaire

Website

https://ecoleprimairenyc.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

École Primaire NYC is a founder-owned, direct-to-consumer luxury fashion brand founded by Anita Da Silva that designs and produces small-batch, couture-level denim and apparel in New York City using premium Japanese denim, Italian Riri zippers, and French tulle, releasing two capsule collections per year.

Ownership category

akta.pro rank

Product category

Premium Denim & Ready-to-Wear Apparel

NAICS

Cut and Sew Apparel Manufacturing (except Contractors) (31525), Apparel Manufacturing (315)

SIC

Apparel & Other Finishd Prods Of Fabrics & Similar Matl (2300), Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Luxury Denim & Premium Casualwear (CRAAAFAK)

akta.pro secondary industries

Denim & Bottoms Cut & Sew (Jeans/Trousers/Shorts) (IMAOAEAD), Luxury & Couture / Small-Batch Cut & Sew (IMAOAEAL)

Keywords

• Premium denim apparel
• Ready-to-wear fashion
• Japanese selvedge denim
• Capsule collections
• Heritage craftsmanship clothing

Headquarters

HQ city

New York, New York

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations

Revenue model

1. Direct Product Sales: One-time purchase model for high-end fashion garments including denim, dresses, jackets, tops, pants, skirts, and accessories. Products range from $250 to $2,500+. Some items available for pre-order.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

École Primaire NYC designs and sells premium denim-led ready-to-wear apparel, releasing two capsule collections per year. The label emphasizes heritage Japanese selvedge/raw denim fabrics and traditional construction techniques such as flat-felled seams, offering a tightly edited range of jeans, outerwear, tops, knitwear, bottoms and accessories.

Product overview

École Primaire NYC is a high-end fashion line specializing in luxury Japanese denim garments designed and produced in New York City. The brand offers a diverse portfolio of denim products including iconic wide-leg pants (Estelle, Lora), bermuda shorts (Matilda), biker and trench jackets (Alia, Eden, Amelia, Amelie), dresses (Juliette, Lilia, Lolita, Delphine), skirts (Maude, Mia, Annika), tops (Nicolette, London, Valerie, Freya, Tova), and accessories (Fabi tote bag). Approximately half of each collection is developed in Japanese denim, with additional pieces using premium fabrics from France and Italy. The brand releases two capsule collections per year under the Saison naming convention, with individual products often made to order or available as one-of-a-kind upcycled pieces. Products feature signature details including Riri zippers, Italian-made zippers, and French tulle accents.

Differentiator

Problem solved

Functional benefit

Products and services

• Premium Denim Capsule Collection

Quantifiable outcome

• 80% of fabrics are natural fibers
• +1 more outcomes

Named customers8 records

Segments2 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Three partnerships are on record, tiered core.

• Japanese Denim MillscoreTechnology or IntegrationExclusive partnership with Japanese denim mills known for stringent environmental regulations. Mills utilize advanced technologies leveraging renewable energy sources, eco-dyeing processes, and innovative methods to recycle waste fabrics.
• Italian Denim MillscoreTechnology or IntegrationPartnership with Italian mills renowned for stringent environmental regulations. Mills employ advanced technologies including renewable energy sources, eco-dyeing processes, and waste fabric recycling.
• Local NYC Pattern Makers and SeamstressescoreStrategic or Co-development PartnerClose collaborations with skilled pattern makers, seamstresses, and production factories in the NYC garment district community. Supports local production within 15-miles radius of NYC.

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• AGOLDE: Contemporary premium denim label under the Citizens of Humanity parent focused on vintage-inspired women's denim with sustainability credentials. Comparable on premium women's denim positioning and natural-fiber/sustainability narrative.
• Frame (Frame Denim): LA-based premium denim and contemporary fashion brand with celebrity-driven marketing and elevated price points ($200-$500+ jeans). Comparable on luxury denim positioning, celebrity stylist relationships, and women's fashion-forward silhouette design.
• Mother Denim: LA-based premium denim brand targeting fashion-forward women with vintage-inspired cuts and elevated details. Comparable on premium women's denim, celebrity-driven brand awareness, and boutique-to-moderate scale operation.
• A.P.C. French luxury denim and ready-to-wear brand known for raw selvedge denim and minimalist Parisian aesthetic. Comparable on premium denim positioning, denim-led product assortment, and high price points relative to mass denim market.
• 3sixteen: NYC-based small-batch premium denim and apparel brand with strong Japanese selvedge denim sourcing and made-in-USA ethos. Closely comparable to École Primaire on Japanese denim partnerships, NYC production, small-batch releases, and couture-level construction focus.
• Acne Studios: Stockholm-based luxury fashion house famous for pioneering premium denim and expanding into full ready-to-wear. Comparable on denim-led brand origin, couture-influenced construction techniques, and premium-to-luxury price positioning.
• Citizens of Humanity: Premium LA-based denim brand with vertical manufacturing capabilities and emphasis on premium fabrics and construction. Comparable on premium denim positioning, vertically-integrated production, and high-end price architecture.

Emerging players

• Tibi: NYC-based contemporary luxury women's fashion brand founded by Amy Smilovic with global DTC distribution. Comparable on NYC-based designer positioning, gender-fluid design sensibility, and contemporary luxury price architecture.
• Ulla Johnson: NYC-based contemporary luxury women's designer brand known for artisanal craftsmanship, embroidery, and made-in-NYC/atelier production. Comparable on small-batch NYC designer positioning, premium price points, and craft-focused brand narrative.
• Khaite: NYC-based contemporary luxury womenswear brand with strong denim heritage, celebrity following (Katie Holmes "Khaite Katie" moment), and made-in-NYC production. Comparable on NYC fashion designer positioning, denim roots, and modern American luxury aesthetic.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights5 records

Customer concentration

• LinkedInlinkedin.com/company/ecoleprimaire

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about ECOLE PRIMAIRE