Prime is a casualwear and sneaker store that’s stood the test of time. The flagship store in St Kilda opened in 1997, taking over a former patisserie. It’s since been joined by a store in the CBD and Fitzroy.
Heritage sports brands are the focus here. The store has been a long-time stockist of Adidas Originals, and other household names such as Nike, Converse, Fred Perry, Carhartt, Levis, Champion and Clarks – just to name a few.
Sneaker freaks will enjoy the extensive footwear range. The Prime guys favour selecting classic styles for everyday wear but there’s a continually evolving crop of “now” sneakers coming in too.
Clothing and apparel wise, there are men’s T-shirts, sweatshirts, jeans and jackets. The general feel leans towards a British and European football-club look (spot the track jackets) rather than American collegiate styles.
While Prime is menswear-heavy, there’s also a small selection of womenswear. But staff say most women who come in are happy to go for the XS sizes in menswear.