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The Primitive 2010 Spring Collection features a selection of comfort clothing including a range of hats, branded tees and sweat shirts.

If you're looking at keeping it basic this summer but still want a bit of flavor, you can't go wrong with the Primitive 2010 Spring Collection. Their simple designs offer nothing that is over-the-top, yet they won't just get lost in the crowd either.

Implications - Since urban-based consumers live such fast-paced lifestyles, they often have little time to relax. These customers yearn for fashions that will provide comfort as well as style so they can feel relaxed while working. Companies can cater to this busy demographic by designing fashions which prioritize comfort.