Penfield Rockwool Jacket

A serious jacket. The Rockwool has all the bells, whistles and details we just love to chew your ear off about. The fabric used is called 60/40, which is water and wind resistant keeping any sort of draft out and the exterior is also coated in a Teflon to keep you dry on drizzly days.

It doesn’t stop there…100% sheep shearling and genuine leather adorns the trims on the shoulders and Penfield badging, and of course the filler is 100% feather and down.

It really is the Big Mac (or Whopper if you will) of winter jackets.

Only the best for you guys.

Rockwool Jacket $600

White Oxford Shirt by Fred Perry $150

Levis 1966 501 $350

Nudie Jeans at Prime


Prime has a new edition to it’s world class Denim Deli. We are super proud to announce that we now stock Nudie Jeans at our St Kilda store. These guys are a serious brand with a philosophy that we can stand by.


Nudie believes that the words ‘jeans’ and ‘throwaway’ do not belong in the same sentence. They are strongly drawn to the story that each pair of jeans tells once they have been worn and loved as they are of the opinion that denim gets more beautiful with age.

Here are just two of the styles that we have in store and online now. The ‘Tape Ted’ and then below that we have the ‘Grim Tim’. Click through to read more about the fits and washes. 



Nudie jeans are made with care and consideration. They are working towards being a 100% transparent company by answering all the questions about their practice before they are asked. They recycle, reuse and repair every morsel of denim that they can and they are in this game for the long haul. Here at Prime we have all fallen in love with their beliefs and most of all their product. 

Come and say hello in store to find your perfect fit! Or simply view our full collection HERE.

Sweats Outside the House - A Guide

I used to think sweats, or as we say ‘trackies’ were for slobs full stop. I didn’t own a pair until a few months back when I saw some stylin’ cats rocking them with denim jackets and Redwing boots on a work trip to Japan - since then, I’ve been 100% converted. 

Dig it? Want to try it?

Here’s my philosophy on it…

1. Style - make sure the sweats are slim and NEW … don’t go dusting off your raggedy house pants to take them out of their natural habitat.

2. Footwear - pair em with something lo-fi (not to techi) like adidas Stan Smiths, vintage 70s trainers or even your flashy brouges.

4. Business up top - loungin’ down stairs. emphasise the contrast between your tops and bottoms. Shirt, tie and wool sweater or stripe t-shirt and bomber jacket, no matter what, they always have to be crisp and clean.   

Who said FASHION IS PAIN? - Josh

Carharrt Ball Cap $70

Carhartt Elias Sweater $180

Fred Perry Bold Check Shirt $160

Zanrobe Sweats $90

Converse Leather White Chucks $120

Penfield Tie $75 

To Grill, or To Chill…

Here is our ode to classic BBQ grilling attire. We’ve selected a few of our short sleeved shirts to get you in the mood to grill and chill…

Whether it’s the classic plaids paired with some heavy denim, the GAYway print Hawaiian vibe or the Tony Soprano number in black and white, we’ve got your grilling gear sorted. They will all look scrumptious paired with a can of Tecate beer, freshly sizzled burger or set of tongs whilst you chill behind your outdoor grill. Just make sure you use protection when approaching the smoker. 

For your next BBQ function don one… is GOOD.

There’s Something About the Leathers…

Yeah everyones got a pair of Chucks in there wardrobe… black, white, blue, red, whatever. Converse have done colabs with every high end fashion brand and sneaker store in the world, but there is just something about the leathers. They’re supple yet durable and have a solid structure that really shows off that classic Chuck Taylor silhouette.

Yeah from far they look like regular canvas Chucks but once the light hits ‘em you’ll be sure to do a double take, catch the pebbled leather and be all like… “Niiiiice!”

Leather Chuck Taylors Black or White, Hi or Low - $120

Also, Timex Watch and nato band $99

Miansai Silver Hook $85

Ranch City Business Suit

This exact replica of the Bedford Western Jacket from Levis Vintage this season is a hands down stand out. in the 1950s the cowboy trend had spread to the city… this city slicker version of the classic bedford cord trucker was created for the new wave of cowboys. The suede details on the collar and the oval shaped elbow patches give the kind of sophistication needed when hitting the concrete jungle. Don’t be surprised if you see me sporting this exact jacket with my bedford cords pants in the same colour to form my own version of the “ranch city business suit”…
Denim - Levis 1960 501 ‘Shrink to Fit’ Made in USA
Boots - Red Wing 8890 Made in USA

Horween Leather

The Horween Leather company has a philosophy that resonates with us here at Prime. “Making the best means doing lots of little things right. It means never mistaking fastest or cheapest with the best.” When we saw that Horween Leather was collaborating with two of our favourite brands there was no question that they would have a place on our shelf. 

The Horween Leather Company has been around since 1905. They still use the same hand made techniques they used back in the day and they still work out of the same factory in Chicago that they always have. Having Horween Leather grace some of our favourite silhouettes gives us a bit of a kick, but if you don’t believe us, come in and have a feel for yourself!

MF Doom x Clarks Wallabee Party Pics…

Thanks so much to everyone who came down and made last Friday night such a success. We had the amazing David Leyshon taking snaps all night long for us so if you couldn’t make it then check out what you missed! Click the images to go to the full album…

Thank you to David Leyshon for the amazing flicks, Appleman for the beautiful cider, Quiet Deeds for the sweet sweet beer, Crate Cartel for giving us Discourse to spin tunes for the night and Obese RecordsFree Is BetterRed Bull and GRN GLD Zine for supporting!

MF Doom x Clarks Originals x Prime Launch video invite… peep it! 

MF Doom x Clarks Wallabee Launch Party.

On Friday the March 7th Prime St Kilda will host the launch of the MF Doom Clarks Wallabee. The event is sponsored by Obese RecordsQuiet DeedsAppleman Cider, Crate Cartel and GRN GLD Zine. 

Quiet Deeds with be providing the beer and Appleman have got the cider covered. Discourse from Crate Cartel will be spinning Doom tracks to get us all in the mood and there will also be some sweet giveaways! 

Festivities kick off at 6pm. Each pair of Wallys comes with an exclusive DOOM x Clarks x Prime T-Shirt designed especially for the occasion. 

The after party is a George Lane Bar, there will be drink specials for all attendees of the launch at Prime and a DJ spinning hip hop til late.