prime /praɪm/
adjective. Of the best possible quality.
noun. The time in a woman’s life when she is most herself. Ours is ongoing.
verb. To prepare someone for what comes next.

We took the word literally. PRIME makes swimwear and ready-to-wear with classic lines, fabrics chosen to last, and cuts that don’t expire when the season does. For the woman who is not waiting for her moment. She is in it.