Our journey began on the 21st of October, 2023, from a simple school day moment. At the tender age of 13, a young BOY embarked on a creative endeavor to enhance his comfort. He designed his first hoodie, devoid of any brand or grand ambition, driven solely by an idea. Across the chest, he inscribed the playful phrase, «Sweet Shirt,» a whimsical twist on the word «sweatshirt,» and it resonated with him.
SCH
WITT
SHOT
PLEASE NOTE THAT SCHWITT SHOT IS UNDERGOING A REBRANDING AND WILL BE AVAILABLE UNDER THE PRIME LABEL FROM NOVEMBER 21ST 2025 TO NOVEMBER 21ST 2026.
Maison Miráge Paris, a new establishment, was officially opened on July 21, 2025. At Maison MiráGe, we redefine beauty by blending Parisian sophistication with visionary innovation. Our mission is to empower you to express your true self with elegance, authenticity, and allure.
MAISON
MIRÁGE
Paris
L'AMOUR’s JOURNEY BEGINS ON NOVEMBER 21, 2025. L’AMOUR signifies love from French, as fragrances are a rich part of French heritage and love.
L'A
MOUR
Prime Messaging launches on June 21, 2026, as one of the bold new voices in modern communication.
Built for fluid online connection, resilient offline messaging, and an intelligent Smart Mode, it is designed for a faster, more adaptive way to stay in touch.
To lead this new direction, Prime Holding was created as a dedicated home for the Prime vision.
From now on, Prime Messaging and Prime Label move forward under Prime Holding, as an independent branch shaped to grow on its own terms.
PRIME
MESSAGING