Prime Athletic

Prime Athletic Timelessness was the goal, fashion was the instrument, and the top-quality of service brings the spi Kilda. The vision of Prime was simple.

In 1997, Prime opened its doors for the first time on Barkly Street in St. It was to create a store where people can find classic brands that were not afraid to push the boundary of style and surpass the lifespan of a trend. Timelessness was the goal, fashion was the instrument, and the top-quality of service brings the spirit of Prime together. From the sale of its very first polo, Prime has grow

n to become a Melbourne landmark for the style-savvy or for those after a relaxed shopping experience in high quality streetwear. Thirteen years later, Prime has opened doors on Brunswick Street in Fitzroy and a higher-end boutique, Prime BC on Little Collins street in the city to deliver style and service to Melbourne's most discerning. Prime Fitzroy:
234 Brunswick Street
Fitzroy VIC 3065
Phone: (03) 94197770

Store Hours:
Mon / 12pm - 5pm
Tue / 12pm - 5pm
Wed / 12pm - 5pm
Thu / 12pm - 5pm
Fri / 12pm - 5pm
Sat / 10am - 5pm
Sun / 12pm- 5pm

NN07 Russell Crew - Cranberry. A regular fit crew neck sweater crafted from a luxurious alpaca blend. Designed with a cr...
09/06/2026

NN07 Russell Crew - Cranberry. A regular fit crew neck sweater crafted from a luxurious alpaca blend. Designed with a cropped silhouette, dropped shoulders, and an ultra-soft, fluffy texture for a cozy yet modern look. Shop now.

06/06/2026
The Nudie Jeans Loud Larry in Black Storm. A loose, high-waist fit with a wide leg, featuring a deep, richly textured bl...
03/06/2026

The Nudie Jeans Loud Larry in Black Storm.
A loose, high-waist fit with a wide leg, featuring a deep, richly textured black wash. Crafted from exceptional black-overdyed-black denim with pronounced slubbiness, the fabric reveals a striking salt-and-pepper grain and a subtle crosshatch texture. While highlighting contrasts, the wash preserves deep pitch-black tones, creating a beautifully dynamic and dimensional finish.

NN07 brings you the Kay Trouser in Dusky Port. A relaxed-fit tailored pants crafted from a luxurious tweed-look fabric w...
01/06/2026

NN07 brings you the Kay Trouser in Dusky Port. A relaxed-fit tailored pants crafted from a luxurious tweed-look fabric with a soft silk finish at 225 g/m². Designed with pleats at the front and a hook-and-bar closure for a refined look. Available now.

Staff picks. Keeping it clean Chester has paired a Reigning Champ sweater with some Nudie Jeans, but the stat of the sho...
29/05/2026

Staff picks. Keeping it clean Chester has paired a Reigning Champ sweater with some Nudie Jeans, but the stat of the show are the Clark’s Wallabees. Shop the fit now.

The W***y Suede Jacket in Mud by Nudie Jeans. This jacket is crafted in impeccably soft, supple, sand-colored goat suede...
27/05/2026

The W***y Suede Jacket in Mud by Nudie Jeans.
This jacket is crafted in impeccably soft, supple, sand-colored goat suede leather. A statement piece for your winter wardrobe. Shop now.

Jackman Back Nep Umps Pants - Rosin White. Inspired by classic umpire uniforms, finished with oversized pockets and natu...
25/05/2026

Jackman Back Nep Umps Pants - Rosin White. Inspired by classic umpire uniforms, finished with oversized pockets and naturally textured nep cotton. Made in Japan.

Get your coat. The Fred Perry Insulated Hooded Jacket in Black is built from durable water-resistant recycled ripstop, f...
21/05/2026

Get your coat. The Fred Perry Insulated Hooded Jacket in Black is built from durable water-resistant recycled ripstop, finished with loose-fill insulation, a two-way zip and elastic binding for extra warmth when the temperature drops.

Staff picks. With the Jackman Dotsume Shirt as the highlight piece, Chester has complimented it with a more minimal lowe...
19/05/2026

Staff picks. With the Jackman Dotsume Shirt as the highlight piece, Chester has complimented it with a more minimal lower half donning a pair of Clark Wallabee’s and some forever reliable Nudie Jeans. Shop the fit now.

Kick off the weekend the right way with the brand new collab from Engineered Garments x Saucony Shadow Original Velcro. ...
15/05/2026

Kick off the weekend the right way with the brand new collab from Engineered Garments x Saucony Shadow Original Velcro. Built with premium leather, breathable mesh and dual Velcro straps for an easy everyday wear. Available in White and Brown.

Address

227 Barkly Street
St Kilda, VIC
3182

Opening Hours

Monday 10am - 6pm
Tuesday 10am - 6pm
Wednesday 10am - 6pm
Thursday 10am - 6pm
Friday 10am - 6pm
Saturday 10am - 5pm
Sunday 11am - 5pm

Telephone

+61395370344

Website

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