The area streetwear brand is launching a small collection with noted Milwaukee rapper IshDarr, and is doing so in style. The brand, the rapper, videographer Damien Blue, and photographer Mike Szpot headed down to Chicago to shoot the collection in a train station, which matches the dusty grays and black colors of the collection. The capsule collection features the first run of the denim Primary-style pants, says brand founder Oliver Prime. And it’s the last time the company plans to release an iteration of its Vitesse jacket – a popular, boxy hoodie with some nifty lace-up detailing on the back – for at least two years. The pants, Prime says, are washed, and have a little stretch to them.
This isn’t the first time IshDarr has modeled Among the Prime’s goods. While he’s not becoming the face of the brand, Prime says, “he has dope style and we continue to click on many levels.” Their timing is right: Last week, IshDarr released his highly anticipated sophomore album Broken Hearts & Bankrolls.