Features
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.
We do not seek or accept payment from the cafes, restaurants, bars and shops listed in the Directory – inclusion is at our discretion. Venue profiles are written by independent freelancers paid by Broadsheet.
