In August 2007 "Primo" was born out of motherhood, unemployment, deaths in the family, and …surfing!

Good ideas come at the strangest times, don't they?

Primo has evolved to possess a spirit and a direction that drives us in our daily life. Life is a competition, we are either competing against others to win, or competing against ourselves to be our personal best, but in either case, I believe, it is that competitive spirit that will lead us to our greatest successes.

Now, I'm not sure what you're like, but my 3 kids are wildly competitive! They constantly fight with each other to be the first one to accomplish anything, from getting up a flight of stairs to being the first one up on a surfboard. Can you relate? The “First 1 Up Wins” slogan seemed like a logical decision for our first line of t-shirts.

However, if you are reading this then you are old enough to know that life is not always about competing against someone else …but, it's about challenging yourself to achieve your personal best with what you've been given. Whether in sports, school, friendships, injury or illness you must find your inner strength, embrace your challenges, work hard, persevere, and believe in yourself to achieve success…in other words, you must Find Your Primo!

Do you live your life to the maximum umph???

Primo and Primodonna want to recruit you to join their community, to tell your friends, to be proud of who you are and to live a Primo life!

We can all be winners, we can all find our Primo, we can all be the first 1 up!

…and that's a beautiful thing!!