What is prime uv?

Prime UV - The Best Time of Day

Aloha y’all! My name is Rella Binney, and I’m the founder of Prime UV. I grew up in Hawai‘i, where time moves with the tide and the sun sets the vibe. Now I am living in Austin, playing volleyball at the University of Texas, but that island mindset is still my compass—chase the light, show up fully, and make it count.

Prime UV is more than a name. It’s a moment—the sweet spot when everything aligns. The sun’s out, your people are around, and it just feels right. Whether you're on the beach or in the city, it’s that golden hour energy you wish could last forever.

We made gear that lives in that feeling. Laid-back but sharp. Beach-born with a street edge. Built for fun, made to be worn. For sun chasers, city roamers, and anyone who knows timing is everything.

This is Prime UV. Your best time of day, every day.

Love,

Rella Binney