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Saturday, 8 May 2010

Prim I Am.

This Danish label began in 2008. A mix of clean cuts, fresh colours and simple designs. They have just collaborated with Topshop and will be featuring in the London Oxford Street store. 


Here is an interview with the label, taken from Inside Out Topshop's own blog.


How would you best sum up your design ethos?
Good quality, attention to detail, organic materials and affordable too!

What's your favourite thing about your job?

Doing what we love doing every day, being creative and working with wonderful people!

If you had to pick one favourite piece from your current collection, which would it be? 

We have many favourites, but if I had to pick I would say either the sexy Bounce dress or the very soft Allure t-shirt in organic cotton. Or the denim shorts, Blast, which I love the fit of.

Where's the best place in the world?

Copenhagen in the summertime!

What are your must-see London spots?

We love Covent Garden and all the small shops and cafés.

What can you absolutely not live without this summer?

Wedges, denim shorts and tank tops.