If you've opened up Us Weekly or In Touch or logged onto PerezHilton.com more than a handful of times, you've likely seen photos of Rachel Bilson, Hayden Panettiere, Paris Hilton, Britney Spears (on a good day — not a pink wig outing) and every other Redbull-chugging, oversized shade-wearing, rehab-loving on-the-scene Hollywood starlet rocking those comfy-looking sweatsuits and thermal shirts with cute prints like bunny rabbits, ponies, sea horses, panda bears, anchors, feathers, and ice cream cones. Well, allow me to introduce y'all to Primp Clothing, a trendy, California-based activewear line created by Detroit native Wells Butler. The line, which has an '80s motif, has been around for a few years (since 2004 to be exact), and its fan base has grown exponentially — particularly now that Juicy Couture has ventured into handbags, fragrances, etc., and eased up on the chokehold it once had on the loungewear market. The pieces are playful but simple (never overdesigned) and, while they're clearly on the casual side, you can dress them up (try pairing a hoodie with a hot pair of jeans, an eye-catching belt buckle and some killer boots) or down (go fo a full-fledged matching sweatsuit ensemble and some kicks or shearling-lined boots).
And since green is the new black when it comes to fashion, Primp is experimenting with organic fabrics (not that it should surprise us — everyone from Paige Jeans to Carlos Miele, Etnies, J Brand, Tonic and H&M has unveiled an eco-friendly apparel line this year). But, since it's still relatively under-the-radar, Primp is keeping it simple, releasing only a couple of "green" items just in time for Earth Day. The standout piece is this lightweight, zip-up hoodie, which is practically an ode to rainforests. It's a gorgeus kelly green hue with an all-over print featuring purple and olive-colored Chinese Hibicus flowers juxtaposed against bright green palm leaves. Look at it for a bit and you'll feel like you're staring at a watercolor painting of a tropical landscape. It's definitely a bit of a departure from Primp's previous pieces, which were strikingly simple and typically utilized more muted colors, but it's definitely a refreshing one. Oh, and the material is so comfortable you'll feel like you're in your pajamas (always a selling point) but you won't look like you rolled out of bed (well, unless you do roll out of bed and slap it on, in which case you WILL look like that! lol).
$58. Available at http://www.shoplastyle.com, http://www.revolveclothing.com and http://www.shopbop.com in late April.
