Step into Melbourne’s vibe with Primero. Inspired by the city’s ever-evolving street art, nightlife, and urban lifestyle, our streetwear is for the creators, the dreamers, and the rule-breakers. Every piece is crafted to reflect our city’s raw and unapologetic style, made for those who crave individuality. With Primero, you don’t just wear the culture—you become part of it.

Our pieces capture the essence of Melbourne's culture gritty, colorful, and unapologetic. Made for those who move to their own beat, Primero is about living life with style, confidence, and authenticity.

Whether you’re a local or love the Melbourne vibe, Primero lets you carry a piece of the city wherever you go. Step into a style as authentic, bold, and creative as the Melbourne we all know and love.

ITS WHO WE ARE