PRIMP
Written by Yvette N. Coleman

If anyone could take the word “primp” and turn it into an edgy, modern sophistication of fashion, it would be designer Wells Butler. She chose the word to describe her feminine, girly essence of pure perfection. As a young girl she loved everything fashion. While studying she would fill her notebooks with her interpretations and sketches dreaming of pursuing a career in design. She compromised with her parents and majored in economics at the University of Iowa. While there she would develop a love for customizing vintage T-shirts. After graduation, Butler moved to L.A. and earned a degree in apparel manufacturing at the Fashion Institute of Design & Merchandising. Soon after college she began working in fashion sales at specialty boutique in which bring her skills to her own collection.

In her free time, Butler focused her energy on creating Primp’s debut collection, sewing each piece by hand and delivering them to the stores herself. Launched in Spring 2004, Primp was immediately picked up by Henri Bendel. “I wanted to create a line that was both comfortable and whimsical that was my goal when I launched Primp,” says Butler.

”Butler was spotlighted as one of the store’s hot designers of 2004.  Fast forward to her spring ‘08 collection, a very nautical collection inspired by the beach.“I used Navy and white as my base colors and popped them with a bright lemon yellow and a bold red. I incorporated nautical prints like lobsters and anchors and tied them back to classic double button dresses and pea coats," says Wells.

The line's signature printed sweat suits and thermals have become a Hollywood staple and are often seen on trendsetters such as Rachel Bilson, Ali Larter, Mischa Barton, Hilary Duff, Katherine Heigl, Hayden Panettiere and Ashlee Simpson. The PRIMP collection has expanded to include dresses, blouses, a line of PRIMP basics and even a baby collection.

Words of wisdom from Wells Butler:
“My advice to anyone wanting to start their own line would be to keep their ultimate goal in mind at all times, never let doubt or bumps along the way detour you.”