Basic apparel brand PRIME, subsidiary of streetwear brand Public Culture, just launched its new childrenswear line. The expansion is consistent with the brand’s goal to provide everyone at any age with basic wear. 

PRIME Creative Director and co-founder Vincentius Aditya said the brand noticed that childrenswear is starting to gain popularity these days. “We want to be a part of the development [of childrenswear in Indonesia],” he said. 

The PRIME Kids collection features three silhouettes of t-shirts, pocket t-shirts and long sleeve t-shirts with up to 16 different colourways, providing every colour that matches each kid’s personality.

The brand has recorded a 19% increase in sales since its online launch back in April 2020. PRIME has also done other innovations, including giving variety to the shape and the thickness of the materials it uses as well using various garment techniques, such as dyeing and sewing techniques.

In terms of brand image, PRIME will continue to embrace all groups by bringing up various social themes, such as gender generalisation. “One of our ways [to solve gender generalisation issues] is to not use the female/male classification on our website,” said Adit.

Lastly, in terms of business, PRIME also offers affordable B2B services. “[through the B2B services], PRIME Apparel would like to support the development of the creative industry in Indonesia by collaborating and working hand in hand with other brands,” he added.