OLD NEWS

21ST ANNIVERSARY COLLABORATIONS

In celebration of our 21st Birthday, we partnered with several of our favourite brands to bring you a selection of special edition Prime collabora...

21ST BIRTHDAY PARTY DETAILS & GIVEAWAYS

We turn 21 years old this year and to thank all of our amazing customers for their love and support, we’ve got a full week of celebrations and giv...

21st BIRTHDAY CELEBRATION TIME

Prime St Kilda first opened its doors in 1997, standing as an icon on the corner of Barkly and Blessington Street. Over two decades later, we are s...

Wood Wood 'Before & After' A/W18

After making a return to Prime last year, Danish label Wood Wood have delivered their 'Before & After' A/W18 collection.The new range represent...

SNEAKER LAB

Prime has been supplying sneaker lovers with premium footwear for more than 20 years. So it only makes sense that we should also offer the very bes...

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

Last year's Air Max Day saw the launch of the "Vote Forward" campaign, where Nike invited a dozen creatives from all over the globe to attend the N...

NN.07 "SCOTLAND" COLLECTION

The latest collection from Danish label No Nationality has just arrived at Prime. As always, the brand remains deeply inspired by exploration, cult...

NIKE AIR MAX 98 "THUNDER BLUE" QS

Often described as one of the more underrated Air Max models, the Air Max 98 is in for a huge year ahead as Nike celebrates the silhouette's 20th a...

CHRISTMAS PARTY SEASON

December is here and the festive season is officially in full swing. With a month of parties, events and shopping ahead, we know how important it i...

NIKE AIR HUMARA QS

After being the subject of a polarising collaboration with Supreme last month, the Air Humara makes a comeback this season with a Nike Quickstrike ...

ONE STOP FRED PERRY SHOP

It's no secret that Fred Perry is a cornerstone at Prime, and we're proud to offer you the largest range available - encompassing each of the bran...

PRIME SPRING STYLE

After a very long and typically unpredictable Melbourne winter, it appears spring is finally upon us.Temperatures are rising - so it's time to reti...

EBBETS FIELD

Seattle-based brand Ebbets Field have been producing handcrafted ballcaps and athletic apparel for over 25 years. Owner and founder Jerry Cohen bui...