The Primal Professional has rebranded to Chronology.

Professional Appearance. Postural Alignment.

Stand with Confidence & Comfort in Chronology Shoes.


Buy Chronology with Confidence.

Our Shoes are the Highest Intersection of Style and Comfort.

In 2010, I was a corporate accountant who got really into fitness. In 2010, I felt like my health goals and my career goals were in conflict. In 2010, I started asking, " What defines a dress shoe? What defines a healthy shoe? And how do we reconcile these vast differences?" Since 2010, we've come up with 20+ features and benefits that make our shoes the Highest Intersection of Style and Comfort.

We have 20+ features and benefits that make our shoes the Highest Intersection of Style and Comfort, and you can learn about them all here. But let me start by telling you about our most defining: The Patented Hollow Heel.

A Raised Heel... pretty terrible for your body. Your body is made to move through a wide range of motion. When you put a raised heel under your foot, it traps you to a narrow range of motion, and that's when bad things start to happen. You make unnatural adjustments to stay upright, and everything gets thrown off alignment. Our calves and achilles tendons shorten and tighten. A raised heel is often the cause of foot pain, ankle pain, knee pain, back pain, and even shoulder and neck pain.

But No Heel...

Looks funny. This is the Vivobarefoot Lisbon. After us, I think Vivobarefoot makes the best barefoot dress shoes, and their Lisbon model is the dressiest of their collection. Still, there's something "off" about it, no? And I realized...

The look of a heel is essential.

This is the Fifth Avenue, by Allen Edmonds. These shoes are made in Wisconsin by a company that's been doing their thing for a long time (since 1922). Take a look at the shoe as a whole. The heel adds a lot of "dressiness", doesn't it?


Our Patented Hollow Heel... the Defining Feature of our product. With our Patented Hollow Heel design, we are able to provide the wearer a flat outsole, while showing everyone else the look of a heel. It's the best of both worlds.

An X-Ray of Our Shoes

Where the foot appears to be, is NOT where the foot actually is.

Think That's Cool?

We have 20+ features and benefits that make our shoes the Highest Intersection of Style and Comfort, and you can learn about them all here.

Professionals in Your Industry Love Chronology Shoes.


Chris Kresser, Acupuncturist, NY Times Bestselling Author, Berkeley, CA

" As soon as I put them on, I knew I was going to like them. You know how most dress shoes are pretty uncomfortable until you break them in? Not the case with these—they felt great right from the start. It was honestly a little disorienting, because I don’t associate dress shoes with comfort at all, and these Primal Professionals were really easy to wear. " (full review on 


Matthew Dubin, 47, Attorney and Owner, Seattle, WA

" It is so nice to finally have a pair of minimal dress shoes that actually look like dress shoes. They are so comfortable it will be hard to follow the company's advice to avoid exercising in them, but I'll do my best. If you like minimal footwear, but have to wear dress shoes, there is nothing else like these on the market. I give Chronology my highest recommendation. "




Victorien, Finance, Europe

Exploring my feet carefully, I noticed how lightweight they are. Then I remark that they were perfect for my professional environment, nobody will ever notice them. I work in an Italian financial institution and Style, with a big S, matters with Italians, trust me. My wife told me, "They are really nice and perfect." I totally agree with her...I mean these shoes are great, I love them and I have already had several compliments about them (from people who don't know anything about barefoot, so true aesthetic compliments). (full review in French on FivePointsClub)  


...Click to read more Real Testimonials from Customers Like Yourself...


Confident is Comfortable, Part 2: Physiology affects Psychology

August 14, 2016

We tend to think that our emotions dictate our body language and our facial expressions, but there is strong evidence that it works both ways. Some of the best examples are how holding "power poses" can increase confidence and reduce stress. Or, how smiling can make you happyThe opposite is true is well. Holding a closed-off, spine slumped, and shoulders slouched pose can decrease confidence. Frowning can make you unhappy.

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Design-Focused Video Interview, at The 21 Convention

August 10, 2016

What I loved about doing this interview was how much we got to dive into design details. I put a lot of thought into every part of the shoe, and it's very rewarding when someone not only notices but appreciates it to the level that Anthony does.

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Interview on Survival Punk Podcast Episode 110

August 04, 2016


 I like mixing things up to create new things, or what James Altucher calls "idea sex." My barefoot dress shoe, Chronology? That's some sweet, sweet, idea sex. And James Burnette's "Survival with a Punk Attitude"? Yea, hardcore idea sex. James and Mike are hilarious and this was a fun show to be on.

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My First Podcast Interview, with YIELD Mastermind

July 11, 2016

YIELD stands for Young, Innovative, Entrepreneurial, Leadership and Direction. You can click the play symbol below to start listening, or find it on iTunes, Stitcher, and SoundCloud.

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