Prime Athletic

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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 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. 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

A classic with a wild side. The Clarks Originals Wallabee in Brown Cow Print has just landed at Prime.A statement pair t...
26/10/2026

A classic with a wild side. The Clarks Originals Wallabee in Brown Cow Print has just landed at Prime.

A statement pair that does all the talking.

Shop now before they’re gone.

Max wearing some of his favourite pieces from our new Jackman collection.Rooted in the heritage of American baseball, Ja...
25/10/2026

Max wearing some of his favourite pieces from our new Jackman collection.

Rooted in the heritage of American baseball, Jackman brings a considered approach to everyday essentials, blending sporting influence with timeless design.

Exclusively at Prime in Australia.

23/10/2026

For dinner or for drinks with mates, Tige picks out an outfit at Prime

The details make the difference. Explore the latest accessories and new arrivals, in-store and online at Prime.
22/10/2026

The details make the difference. Explore the latest accessories and new arrivals, in-store and online at Prime.

20/10/2026

The best parts of working at Prime!

Amelia talks about our team and our store in her picks of what makes working at Prime special.

The Karhu Super Fulcrum in Icicle / Blue Mirage. Maximum cushioning meets everyday style. Available now at Prime.
20/10/2026

The Karhu Super Fulcrum in Icicle / Blue Mirage. Maximum cushioning meets everyday style. Available now at Prime.

18/10/2026

Jackman outfit for a Jackman photoshoot.

Here we’ve put together a Jackman outfit tied together with a pair of Karhu’s.

Jackman, styled by Jules. Discover the latest collection, exclusively at Prime in Australia.
18/10/2026

Jackman, styled by Jules. Discover the latest collection, exclusively at Prime in Australia.

16/10/2026

Nothing better than a Jackman Cap, why not get one in all colours.

This is our range in-store at the moment

La Paz Silva Overshirt in blue and green checks. A heavyweight cotton layer with a relaxed fit, made in Portugal. Shop n...
14/10/2026

La Paz Silva Overshirt in blue and green checks. A heavyweight cotton layer with a relaxed fit, made in Portugal. Shop now at Prime.

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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