I must admit that I was surprisingly impressed with Primitive's Spring 2010 collection and no it wasn't because the look book featured Shay Maria.
The Primitive Spring '10 lineup consists of a strong cast ranging from tees, snapbacks, skate decks and crew neck sweaters. The lineup is really a pretty steady blend of design aesthetics relecting classic Coup De Grace, Mishka and Diamond Supply Co aesthetics that are likely to appeal to an array of tastes.
You have your photo tee for the Tits fan (and for the record Tits is whack), you have your biker-esqe patch crew and tee which is actually one of my personal favourites that seems to be popular this spring (Mishka/Rebel8). You'll also find the Red Cup Crew clothing that is likely to appeal to the party goer college kid and aside from having something for everyone the price reflects this mentality with tees starting around $27, crews $44, decks $55 and snapbacks $28.