Exclusive: Watch Among the Prime’s New Video for Its Denim Capsule Collection with IshDarr

The collection is available now.

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. 

ATP Denim Capsule X ISHDARR from AMONG THE PRIME on Vimeo.



Claire Hanan worked at the magazine as an editor from 2012-2017. She edited the Culture section and wrote stories about all sorts of topics, including the arts, fashion, politics and more. In 2016, she was a finalist for best profile writing at the City and Regional Magazine Awards for her story "In A Flash." In 2014, she won the the Milwaukee Press gold award for best public service story for editing "Handle With Care," a service package about aging in Milwaukee. Before all this, she attended the University of Missouri's School of Journalism and New York University's Summer Publishing Institute.