Prime Timers started from Athens to establish themselves as the favorite premium streetwear stores of the urban community of Greece. With the most up-to-date series of favorite brands, with an emphasis on those from Scandinavia, a huge variety of women’s and men’s clothing, shoes and accessories and staff who are there for you, at Prime Timers shopping becomes a complete experience.

The Prime Timers Project

Since 1999, Prime Timers chooses to work with Premium Streetwear brands which base their collections on ecofriendly and recyclable materials. Brands such as Nudie Jeans, Veja, Komono, Indosole, Maaji, create their collections with respect for the environment and society as a whole, combining high aesthetics with sustainability. We are proud to share those same values.

Welcome to our organic world

OUR BRANDS

Nudie Jeans Philosophy

Nudie Jeans is based on an idea. This idea is in turn composed of several concepts, beliefs, and a good portion of old fashioned fighting spirit. The pursuit of doing the opposite was one of the main reasons the brand got started, although not an end in itself. It was rather the passion for dry denim that pointed the brand in that direction. The raw, untreated fabric had at the time been falling into oblivion, and it wasn’t sought after by the public.

Our jeans are not designed to be used a few times and then thrown away. We cherish the well-worn and mended. Jeans that become a part of ourselves when worn a long time – a second skin. A pair of dry denim jeans is the materialized version of our values: No extra treatment or washes. Made with 100% organic cotton.

The VEJA Project

Since 2005, VEJA has been creating sneakers in a different way, mixing social projects, economic justice, and ecological materials.
VEJA uses Brazilian and Peruvian organic cotton for the canvas and laces, Amazonian rubber for the soles, and various innovative materials conceived in recycled plastic bottles or recycled polyester.
VEJA sneakers are produced in high-standard factories in Brazil. Part of VEJA’s logistics is managed by Log’ins, a professional and social inclusion company.
The organic cotton we use at VEJA is grown by farmer’s associations in Brazil and Peru who harvest it with respect for people and the environment.

One of the main raw materials for VEJA is Amazonian rubber.

More than 1953 tons of Amazonian rubber have been purchased from 2007 till the end of 2021.

VEJA buys it 4 times the market price.

The areas surrounding the rubber producer families are protected since.

This material is used in the sole of every sneaker. We buy the rubber directly from cooperatives formed by families of rubber tappers.

VEJA soles are made of 20 to 40% of Amazonian rubber.

Our goal is to enhance the economic value of the forest in order to protect it.

Indosole Project

The Problem

There is a massive amount of tire waste in the world

Waste tire sit in stockyards, illegal dumping sites, and even rivers. In tropical countries tires can become breeding grounds for mosquitoes, which lead to nasty diseases like malaria and dengue fever.

It is nearly impossible for tires to decompose

Due to their structure, tires take thousands of years to decompose. So technically the first tyre ever made is still out there somewhere.

Tires are being burned,leading to toxic oilsand fumes.

In developing countries tires are used as a cheap alternative for fuel. This along with tires that catch fire due to lighting storms, result in toxic oils and fumes that are harmful for human health. We need to act fast.

Enviromental Innovators

We dedicated the last 10 years to being the environmental keepers of the future. We merged artisan skill with corrective impact, developing a laborious shoemaking process that transforms tires to soles by hand. Through this analog technology and circular thinking we were able to save over 80K+ tires from landfills but looking at the exponential rate of industrial world waste, we realized we had to up our game. We set out to prevent the environmental hiccup of the future. A breakthrough technology was needed that could address mass scale. Indosole aspired to double growth while significantly reducing global negative impact.

OUR SOLUTION

We recycle these indestructible tires into the soles of some of the most durable footwear around.