Primo Expands Premium Store

‘From the Gegent’ is a series of articles featuring businesses, services and the people behind them in the Crown Heights neighborhood in Brooklyn. Presented by Mica Soffer, owner and publisher of community news service COLlive.com and neighborhood directory gegent.com:
Photos: Baruch Ezagui

Primo, the upscale hat and Kapota shop on Kingston Avenue in Crown Heights, has renovated and expanded their shop, just in time for the pre-Pesach shopping rush.

The soon to be completed 3-floor shopping center boasts a department-store atmosphere, offering quality men’s and boy’s wear, combined with an upscale shopping experience.

Owners Shlomie Rotter and Mendy Sacho have brought their 20 years of experience to provide high-quality Italian clothing, shoes, hats, and accessories to the Kingston Avenue shopper.

The newly redesigned, spacious shop will have separate areas: the main floor carrying hats and shoes, and the top floor displaying custom and ready-to-wear suits, off-the-rack and custom Kapotas, and shirts, as well as a full on-site tailoring service. The specially designed separate shopping areas make it easy to browse and is less overwhelming to shoppers.

“If you are shopping for a Kapota, you won’t be surrounded by people trying on hats,” Shloime Rotter says.

The lower floor will carry Bar Mitzvah boys clothing, as well as boys and men’s undergarments.

Kapotas start at $250 for ready-made, ready-made with tailoring starts at $450, and a custom made Kapota starts at $650.

Mendy Sacho, who was trained in fitting, measuring and fabrics by Coppley in Canada, also has 12 years of experience in fitting Kapotas and suits under his belt.

“Most people don’t realize how complicated it is to do a proper fit for a Kapota,” Sacho explains. “People think it’s simple, that you can make a Kapota anywhere. There are 9 panels on a Kapota, which need to be cut and sewn correctly so that it fits properly,” he says.

Primo suits for men and boys are made with quality Italian fabrics, such as Zegna and Hickey Freeman, and are of superior quality. Prices for boys’ suits begin at $250, men’s at $350.

“Our suits are Italian made, and fully canvassed inside rather than glued,” explains Shloime Rotter. “Cheaper suits made with glue can bubble after a while. Ours will last longer,” he says.

A popular product they have created are dress pants made from breathable, stretch fabric.

“Our men and boys wear dress clothing all year round, even in the hot summer,” Sacho explains. “So we created pants out of a stretch fabric, which look dressy, but it’s stretchy and much more comfortable. It’s also become popular for wedding kapotas because it’s more comfortable to dance in.”

The store will continue to offer their top-quality hat selection which they are known for.

They offer a beautiful selection of Italian hats, starting at $150 going up to $200.

They will also offer their own full line of men’s shirts, ties, cufflinks, and a full selection of Italian shoes in high-quality brands.

Many of the shoes are brand names such as Ecco, Florsheim, Mezlan, Mirage and Verona, but the designs are by Primo themselves, who keep up with the trends and most requested and most popular styles.

Sacho and Rotter, both proud Crown Heights residents, say their goal is to offer an upscale shopping experience and service to the Crown Heights consumer.

“There is no need to travel out of the neighborhood for upscale, high-end boys and menswear,” Sacho says. “Kan Tzivah Hashem es Habrocha – we are offering top quality and service right here in the neighborhood. My hope is, instead of Crown Heights’ers shlepping to Boro Park to shop, Boro Parkers will be shlepping to Crown Heights to shop.”

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Primo
366 Kingston Ave
Brooklyn, NY 11213

Kapotas.com

Phone: 718-804-0770

Hours:
Sunday 11-6
Monday -Thursday 11-7
Friday -11-2

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