Prime Athletic

Timelessness was the goal, fashion was the instrument, and the top-quality of service brings the spirit of Prime together.

In 1997, Prime opened its doors for the first time on Barkly Street in St. Kilda. The vision of Prime was simple. 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 grown 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.