Spotlight: PRMTVO Brand Is The Definition Of Creative Insanity

Spotlight: PRMTVO Brand Is The Definition Of Creative Insanity
January 24, 2017 Alex Lendrum
In CULTURE, FEATURED

Streetwear purveyors PRMTVO is not your average fashion brand. This much should be clear by their choice in how they’re answering to our interview. Bucking the norm of basic lettering to formulate ones answers, brand founders Christian and Oscar instead opted for a more visually insane approach, where each answer was custom made into a fucking amazing spectacle of referenced images that does so much more than answer the question—although we’re not entirely sure whether it actually makes sense, but with something this good, quite frankly we don’t really care.

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But before we delve into the cacophony of creative insanity that is this feature’s Q&A section, here’s a little about the brand itself. PRMTVO—pronounced pri-mi-tivo—is a Los Angeles-born and bred brand that has all the sensibilities and mindset you would expect from two crazy dudes that live under perpetual sunshine, legalized (well.. sort of) weed, surf, sand, hot girls, tacos… the list goes on. The thing is, they’re all that and then some. You have to be cut from a certain kind of cloth to come up with the tripped-out approaches to their design. Sure you can slap an image over an image, throw on some seemingly nonsensical text on it and call yourself a brand, but it won’t be as insane in the membrane as what Christian and Oscar comes up with. And to do so without fail with every collection—despite their shifting themes—just proves that they are indeed insane. Creatively insane.

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From collection titles like STONE(D) AGE to B(A)NANARCHY IN THE USA! to even the simple FABRICK 2015, while there’s typically an underlining theme that looks at the exploration of ones mind, you’re going to get a diverse range of offerings from PRMTVO’s full archive of goods, of which you can access here. But while clothing is its obvious crux as a brand, you’ll also find PRMTVO to be quite the creative entity when it comes to other forms of visual entertainment. Take their Vimeo channel that houses their short promo videos for example, each meant to sell us something, but we’re more than happy to just watch them for shits and giggles. Throw in their highly entertaining Instagram account and you’ve got a yourself an all-around party of hippie colors, random sparks of retro, a bit of alien here and there, and stuff we don’t even… Case in point, what follows below.


To kick things off, what does PRMTVO stand for as a brand?
- To kick things off, what does PRMTVO stand for as a brand_

How did it all start out?
- How did it all start out_

In a nutshell, how would you describe PRMTVO’s aesthetic as a brand?
- In a nutshell, how would you describe PRMTVO's aesthetic as a brand_

LA is ripe with street-inspired brands. What are your thoughts on the current climate of streetwear both in LA and in general?
- LA is ripe with street-inspired brands. What are your thoughts on the current climate of streetwear both in LA and in general_

What are you guys doing to stand out among the rest?
- What are you guys doing to stand out among the rest_

What’s it like being based out in LA as opposed to other fashion hubs that you know of, like NYC?
- What's it like being based out in LA as opposed to other fashion hubs that you know of, like NYC_

Where is streetwear heading in the next 5 years?
- Where is streetwear heading in the next 5 years_

If you weren’t involved in fashion, what do you think you’d be doing?
- If you weren't involved in fashion, what do you think you'd be doing_

So America just received its 45th President: Donald Trump. What are your honest thoughts on that?
- So America just received its 45th President Donald Trump. What are your honest thoughts on that_

What’s next with PRMTVO?
- What's next with PRMTVO_

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