From its inception in 2006, Primp's line of ultra-feminine, casual clothing has been turning heads. After graduating from FIDM in Los Angeles, designer Wells Butler immediately set out to create statement pieces that combined comfort with style. Her end result was a fashion-forward line of tops, skirts, dresses and sweats with a unique twist on girly glamour. Primp was first carried in trendy boutique Dari, a local haunt for stylish celebrities who instantly gravitated toward Primp's soft fabrics, easy silhouettes, and unique sense of whimsy.

After Primp became a regular fixture on celebrities in the tabloid weeklies, the line was quickly picked up by specialty boutiques and high-end department stores. Primp has created a loyal following primarily due to its attention to detail, quality fabrics, fun designs, and bright colors. Wells considers each piece to be its own work of art, and with each new season Primp continues to evolve while maintaining its distinctive, feminine flair. Primp was designed for the woman who understands that you don't have to sacrfice comfort or individuality to express your own unique sense of style.

Wells Butler, Primp Designer

Wells Butler, creator of celebrity-favorite clothing line Primp, is a study in dedication. Growing up in the Midwest, Wells recognized from an early age that she had a flair and passion for design. But her parents - both doctors - insisted she first complete a more sensible course of study before they would allow her to follow her dream career in fashion. After achieving her undergraduate degree in biology and economics Wells moved to Los Angeles and, with her parents blessing, attended the Fashion Institute of Design & Merchandising.

Just a few months after completing her coursework Wells started Primp, an aggressive move for a recent graduate who was still relatively new to the competitive LA fashion scene. Her first account was the trendy boutique Dari in Studio City, where Wells also worked as a sales consultant. The position allowed her to interact with celebrities, who instantly took to Primp's casual, whimsical pieces that encouraged creativity and individuality. Once celebrities were photographed all over LA wearing her designs, Primp garnered enough buzz for Wells to expand the line into popular boutiques and employ the help of a showroom, which increased her distribution into major department stores.

From its inception, Primp has been well-received by women who enjoy expressing their fun, feminine side yet still appreciate comfortable, quality clothing. Comprised of soft fabrics and simple, flattering silhouettes Primp is easily recognizable by its staple step-and-repeat pattern of everything from ice cream cones to hearts to unicorns. The line began with just sweats and hoodies for women, but has since expanded to include tanks, tees, thermals, dresses and jackets for women, teens and children. The overwhelming success of the line has encouraged Wells to consider expansion into other areas such as accessories and home decor.

Still a down-to-earth Midwestern girl at heart, Wells doesn't take any of her success for granted. "I had to take a winding path to get to my dream, but that hasn't made it any less sweet," said Wells. "All of the hard work, the four years studying bio and econ, and the late nights cutting and sewing and running Primp from my own apartment has been worth it as I see so many people enjoying my designs and appreciating all of the quality and creativity that goes into each piece. Now I get to do what I love full time, and every day is an exciting adventure that pushes the limits of my creativity." .

Greg Lorber, CEO

Greg Lorber serves as Chief Executive Officer for Primp Clothing. He is responsible for the overall strategic vision and direction of the company. In addition to his role at Primp, Mr. Lorber is also CEO of Industry Concepts, the parent company of Primp that serves as an incubator for fresh, new design talent and allows them to distribute their product line to a wider audience. Industry Concepts, under the direction of Mr. Lorber, works with designers who have a clear direction for their product and brand but who need the right infrastructure and logistics expertise required for mass distribution. Mr. Lorber and Primp designer Wells Butler joined forces in 2006 to bring the Primp brand to high-end department stores and key national boutiques.

Prior to his role at Industry Concepts and Primp Clothing, Mr. Lorber began his career working for Lorber Industries, the premiere textiles company in Southern California started by his father in 1969. Lorber Industries was the first vertically-integrated textiles company in the region, where it quickly grew in size and influence, and was responsible for the creation of a textile industry in the state of California. The company has produced textiles for many of the best clothing brands based in the United States.

Mr. Lorber worked in every aspect of the company, rising through the ranks from textile production, to accounts receivables, through sales and then to president of the company. That vast experience allowed him to build a unique expertise in both the manufacturing process as well as the marketing and strategic direction behind a successful product launch. He participated in the launch of every clothing line to come out of Southern California and continues that work now with his own company, Industry Concepts.

Mr. Lorber graduated cum laude from the University of California Los Angeles in political science with an emphasis in international relations. When he's not searching for the latest undiscovered talent in the fashion industry, he enjoys traveling the world.

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