PRIME TAKES MUSIC AND STYLE BEYOND THE DANCEFLOOR WITH STUDIO88
Alex Michelsen brings Prime’s music-led community into Studio88 for a Y2K-inspired Ed Hardy takeover, ahead of Halloween nights in Cape Town and Johannesburg.
Prime and Studio88 will host an Ed Hardy in-store takeover on Saturday, 24 October 2026, at Studio88, Sandton City Mall, 83 Rivonia Road, Johannesburg, from 12:00–19:00 SAST. Curated by Prime founder Alex Michelsen, the free-entry event celebrates Y2K style and the new Ed Hardy range, including an extended womenswear selection.
Guests can expect live DJs, free tooth gems with @gemcityy_, and free limited stickers and posters. A custom in-store content studio / photo booth offers free content shoots with the purchase of any Ed Hardy item. T&Cs apply; tooth gems, stickers and posters are available while stocks last.
ABOUT PRIME: MUSIC, STYLE AND SELF-EXPRESSION
Founded in 2016 by Alex Michelsen, Prime is a series of music-led events where sound, fashion and a creative community meet. Alex curates the music, mood and visual references for each edition, and the people who attend make it their own through the way they dress and participate.
At a time when personal expression carries cultural currency, an outfit, a tattoo or a musical reference can communicate identity and spark a connection. Prime gives that expression a shared, physical setting, where people can experiment freely with how they show up and find others who connect with the same sounds, style and ideas.
The Studio88 collaboration takes that exchange beyond the dancefloor. Ed Hardy’s tattoo-inspired graphics and maximalist style provide the visual language, while Prime brings its music and creative community into the store. The collaboration connects an established fashion name with the way people in Johannesburg dress, listen and express themselves.
NEXT: PRIME’S HALLOWEEN NIGHTS
Prime’s Halloween events take place in Cape Town on Friday, 30 October 2026, at Club Paradise, 9 Albertus Road, District Six, and in Johannesburg on Saturday, 31 October 2026, at Residency, Lemon8 Studios, 34 Webber Street, Selby.
The mixed-genre nights encourage guests to dress up, extending Prime’s focus on music, style and self-expression. Tickets are available via Quicket and at the door. Event announcement: Prime on Instagram.
EVENT DETAILS — PRIME x STUDIO88
Date: Saturday 24 October 2026
Venue: Studio88, Sandton City Mall, 83 Rivonia Road, Johannesburg
Time: 12:00–19:00 SAST
Entry: Free
Halloween 2026: Costumes, Decorations and Party Finds
Halloween is almost here, and Amazon has plenty of ideas for getting ready for 31 October, from vampire costumes and superhero outfits to spooky decorations, party supplies and DIY crafts for kids. Whether you’re planning a Halloween party or looking for a last-minute addition to your costume, explore the selection and check delivery dates before ordering.
Shop Halloween Finds on Amazon
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