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21ST ANNIVERSARY COLLABORATIONS

Post by Bold Support on Nov 29, 2018

In celebration of our 21st Birthday, we partnered with several of our favourite brands to bring...

21ST BIRTHDAY PARTY DETAILS & GIVEAWAYS

Post by Bold Support on Nov 09, 2018

We turn 21 years old this year and to thank all of our amazing customers...

21st BIRTHDAY CELEBRATION TIME

Post by Bold Support on Nov 02, 2018

Prime St Kilda first opened its doors in 1997, standing as an icon on the...

Wood Wood 'Before & After' A/W18

Post by Bold Support on Sep 03, 2018

After making a return to Prime last year, Danish label Wood Wood have delivered their...

SNEAKER LAB

Post by Bold Support on Apr 26, 2018

Prime has been supplying sneaker lovers with premium footwear for more than 20 years. So it only makes...

Air Max Day | Nike x Sean Wotherspoon Air Max 1/97 VF

Post by Bold Support on Mar 22, 2018

Last year's Air Max Day saw the launch of the "Vote Forward" campaign, where Nike...

NN.07 "SCOTLAND" COLLECTION

Post by Bold Support on Mar 05, 2018

The latest collection from Danish label No Nationality has just arrived at Prime. As always,...

NIKE AIR MAX 98 "THUNDER BLUE" QS

Post by Bold Support on Jan 31, 2018

Often described as one of the more underrated Air Max models, the Air Max 98 is...

CHRISTMAS PARTY SEASON

Post by Prime Online on Dec 06, 2017

December is here and the festive season is officially in full swing. With a month...

NIKE AIR HUMARA QS

Post by Prime Online on Nov 30, 2017

After being the subject of a polarising collaboration with Supreme last month, the Air Humara makes...

ONE STOP FRED PERRY SHOP

Post by Prime Online on Nov 23, 2017

It's no secret that Fred Perry is a cornerstone at Prime, and we're proud to offer...

PRIME SPRING STYLE

Post by Prime Online on Nov 13, 2017

After a very long and typically unpredictable Melbourne winter, it appears spring is finally upon...

EBBETS FIELD

Post by Prime Online on Oct 30, 2017

Seattle-based brand Ebbets Field have been producing handcrafted ballcaps and athletic apparel for over 25 years....

LEVI'S VINTAGE CLOTHING

Post by Prime Online on Sep 18, 2017

The new range from Levi's Vintage Clothing has arrived at Prime! The brand has delved...

NIKE CORTEZ KENNY MOORE COLLECTION

Post by Prime Online on Aug 24, 2017

We love a good story here at Prime, so you can only imagine our excitement...

RAF SIMONS X FRED PERRY

Post by Prime Online on Aug 09, 2017

The ongoing partnership between Fred Perry and iconic Belgian designer Raf Simons continues this season...

NIKE AIR ZOOM MARIAH FLYKNIT RACER

Post by Prime Online on Jul 21, 2017

Nike has given Flyknit fans what many believe to be the successor to the original...

NEW BALANCE 247 'BREATHE PACK'

Post by Prime Online on May 01, 2017

New Balance's 247 was an undoubtable success upon the shoe's initial release late last year. Now,...

TSPTR X PEANUTS VINTAGE CITY PACK

Post by Prime Online on Apr 21, 2017

This week our friends at TSPTR have delivered this killer capsule collection of sweatshirts, replicating...

ASICS GEL-Mai

Post by Prime Online on Apr 10, 2017

Debuting in the late 90's and often considered an overlooked classic, the GEL-Mai from Asics...

CHUCK TAYLOR ALL STAR 70

Post by Prime Online on Apr 06, 2017

Undoubtedly a Converse favourite, the 1970's Chuck Taylor is back. Adding modern updates to a...

MADNESS GIVEAWAY EXTENDED!

Post by Prime Online on Mar 28, 2017

London legends and lifelong friends MADNESS make their return to Australia for the first time in more...

Deus x Alpha Industries MA-1 Flight Jacket

Post by Prime Online on Mar 16, 2017

Deus have teamed up with Alpha Industries to apply their personal touch to the classic...

FRED PERRY SHIRT SHOP

Post by Prime Online on Jan 25, 2017

As always, our Fred Perry Shirt Shop is open. Browse our full range of Fred...

THE OG GEL-DS TRAINER

Post by Prime Online on Jan 23, 2017

The Gel-DS Trainer from ASICS was originally launched in 1995, earning its 'OG' title. This lightweight...

KINFOLK

Post by Prime Online on Jan 20, 2017

Our pals at Kinfolk came through with the goods this week, delivering a collection that...

CHUCK II GUM SOLE

Post by Prime Online on Jan 18, 2017

The popular Chuck Taylor II gets the gum treatment with a durable and grippy rubber...

STAFF SALE PICKS

Post by Prime Online on Jan 13, 2017

Our New Year Sale is in full swing, with a bunch of great threads still...

GAZELLE REISSUE

Post by Prime Online on Jan 10, 2017

This version of the Gazelle honours the vintage 1991 shoe in a one-to-one reissue. With...

NEW YEAR SALE

Post by Prime Online on Jan 02, 2017

Happy New Year from the Prime team! To celebrate the beginning of 2017 we are increasing our...

ASICS GEL-LYTE V TANDOORI

Post by Prime Online on Dec 23, 2016

ASICS are back with their last release for 2016; the GEL-Lyte V Tandoori. These spicy...

Look-It-Up "REAL MEN WEAR SHORTS"

Post by Prime Online on Dec 15, 2016

This weeks Look-it-Up is all about the Short Trousers. Can I wear shorts? am I...

Look-It-Up

Post by Prime Online on Dec 09, 2016

Kevin Costner style icon? Yes? Maybe, ok? Not the first Hollywood actor that springs to...

X-MAS WISHLIST

Post by Prime Online on Nov 30, 2016

The silly season is right around the corner and the Prime team are damn exited! We...

MEET GEORGE COX

Post by Prime Online on Nov 23, 2016

George James Cox, originally a brewer, established his footwear company in England 1906. The company defined...

ASICS X UNDEFEATED 'DISARRAY'

Post by Prime Online on Jun 10, 2016

ASICS X Undefeated team up to bring us this collab GEL-Lyte V 'Disarray'. Drawing inspiration...

RUG UP WITH FRED

Post by Prime Online on Jun 01, 2016

The cold weather has certainly hit Melbourne streets this week. With frosty mornings and bitter...

COSY NEW GEAR

Post by Prime Online on May 20, 2016

Todd Snyder X Champion and Denham hit the online store with a bunch of cosy...

YOU CAN'T PUT A PRICE ON COMFORT

Post by Prime Online on May 03, 2016

You honestly can't put a price on your own comfort. Especially when it comes to...

GEL-LYTE X SOLEBOX

Post by Prime Online on May 03, 2016

ASICS and Solebox come together to bring us the "Blue Carpenter Bee" Gel-Lyte III. Designed...

NORDIC MAN

Post by Prime Online on Apr 29, 2016

This weeks fit is a shout out to our Nordic brothers. ‘Norse’ refers to all...

SEEDY WEATHER

Post by Prime Online on Apr 15, 2016

That seedy weather seems to be slowly blowing through, so we styled a Autumn outfit to...

BREAKPOINT

Post by Prime Online on Apr 15, 2016

The Converse Breakpoint is a super low silhouette with a premium leather construction. Featuring the...

FRED PERRY X NIGEL CABOURN

Post by Prime Online on Apr 07, 2016

Our man Nigel Cabourn celebrates his third collection with our pals over at Fred Perry....

CONTEMPORARY COWBOY

Post by Prime Online on Apr 01, 2016

Rocking a bandanna around your neck hasn’t always been just a fashion statement. Originally tied...

WHITE NOISE

Post by Prime Online on Apr 01, 2016

This new limited edition collection from ASICS has two faces, the ability to be disruptive...

LVC 1915

Post by Prime Online on Mar 24, 2016

Cam's looking fresh in the new 1915 Sack Coat from Levis Vintage Clothing, celebrating 100 years...

THE TUCK

Post by Prime Online on Mar 22, 2016

Remember when your mum was dressing you and she would make sure everything was tucked...

URBAN SAFARI

Post by Prime Online on Mar 10, 2016

In this concrete jungle we live in, it is important to take time out of...

ASICS GEL RESPECTER X PATTA

Post by Prime Online on Mar 08, 2016

Watch out as Amsterdam sneaker store Patta unfolds its latest collaboration with ASICS. Vibeing back...

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