ROAD
Music and Rhythm literally course through the veins of this UK denim brand. The label aspires to the Beats movement, with the ideology of doing what you want, when you want, within youth culture. Primetime have been selling Road jeans from day 1 and have welcomed the launch of their partner company Monkey Genes, with a diverse range of colours, shapes and fabrics for the female market, bringing back that much-loved 70's vibe with their flared jeans. Everyone involved in the manufacture of ROAD clothing abroad is paid a decent living and we also use fair-trade denim.