Displaying their love for graphics, this Primitive Summer 2010 lookbook gives you an outlook of the LA lifestyle.
The company has made a video to go along with the lookbook, featuring stylish and happy models hanging out by the pool and drinking Dom Perignon champagne. Filled with classic graphic tees and other interesting street designs, the Primitive summer 2010 collection will be a definite favorite to many guys.
Implications - Associating a product line with a subculture is a great way to generate empathy amongst consumers because all the desirable associations of a subculture have been transferred onto the product itself. Corporations need only to figure out how to associate a product with a subculture, whether it be through branding, celebrity endorsements or other means.