Primal Wear Jerseys.

• Author: Peterson, Eric
• Position: SMALL.biz

Dave Edwards made his home-based hobby of making colorful bicycling jerseys a full-time business - Primal Wear - in 1994. In 2008, Edwards shifted the focus from flashy design to "technical, high performance gear that a pro team could wear."

The strategy has paid off: Primal Wear has emerged as a market leader. "We've more than doubled our staff and tripled our sales," he beams.

Primal Wear now supplies thousands of teams and some of the biggest events in the cycling world with custom jerseys, many designed by the...