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

Isabella sporting the Fred Perry Button Through Sheer Rib Polo Shirt in a Dusky Blue. Shop our women’s collection in sto...
07/09/2026

Isabella sporting the Fred Perry Button Through Sheer Rib Polo Shirt in a Dusky Blue.

Shop our women’s collection in store or online.

06/09/2026

This is why we brought this brand all the way from Oregon.

This is the latest Dehen 1920 range in-store and online.

04/09/2026

Support Your Local! These are our new Dehen T-Shirts, an exclusive brand to Prime.

The Klettersack is Topo Designs’ classic backpack, built for versatility and everyday style. Equally at home on campus, ...
02/09/2026

The Klettersack is Topo Designs’ classic backpack, built for versatility and everyday style. Equally at home on campus, in meetings, or on the trail, it’s a reliable travel companion for daily life and weekend escapes. Shop now.

01/09/2026

Bring back the Canadian Tux

Nudie Jeans Australia & NZ are one of our staple denim brands and here’s why.

This is their newest Conny Denim Jacket.

Chester in Fred Perry, a staple at Prime since the beginning.Shop the collection in store and online now.
31/08/2026

Chester in Fred Perry, a staple at Prime since the beginning.

Shop the collection in store and online now.

30/08/2026

Why pick one when you could have them all
These are the new Jackman Back Nep Umps Pants

27/08/2026

Brown and blue, an outfit perfect for Melbourne weather

Isabella styles our Fred Perry and Carhartt Collections

26/08/2026

Topo Designs Australia come all the way from Colorado and we love their bags

25/08/2026

Two women’s outfits we picked out from our current range.

Worn by Isabella

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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