Privei is a luxury menswear store in Fayetteville that every streetwear lover needs to experience. The store is now located at the Cross Creek Mall, by the Macy’s entrance. They are now on their third location in the city, with plans to expand outside of the store and give customers a different Privei experience.

“The best way to describe the brand is high-end streetwear,” says owner and operator Nicolino Parisi.

Privei is a store that holds carefully selected legacy brands, such as Billionaire Boys Club, Comme Des Garçons, Puma Select, and many others. They also sell home goods, shoes and a variety of accessories that you won’t find anywhere else in Fayetteville.

“I feel like what makes us unique is our ability to not compromise. We’re in the business of service, and I care a lot about the experience, energy, brands and overall feel of everything dealing with the store. Presentation, marketing, all of it,” says Parisi.

Privei first opened its doors back in 2014, with a location off of Skibo Road. The store stood out on the street with a bright sign spelling out the name, and that location was a home for many art exhibits, music showcases and creatives around the city. Alongside Parisi was former manager of Privei, James Gonzales (also known as musician James Vader).

Together, Parisi and Gonzales cultivated ideas and organized those events that still have an impact on the community they serve today. Parisi also gives a lot of credit to his father as a huge support system, who has helped Parisi build out his vision at his locations over time.

The name ‘Privei’ is a unique French spelling of the word “private,” which speaks to the store’s luxurious feel and the unique brands carried. Their brand focuses on concept, market and art. Privei strives to make a unique shopping experience for its customers, as well as be a centerpiece in the community for art, music and culture.

The Fayetteville native always had a love for fashion, but Parisi truly discovered the importance of individuality and standing out, at Douglas Byrd High School. Due to strict dress codes, backpacks could only be grey, black or white. With an urge to stand out and be different, he used his creativity, and started tie dying backpacks for his classmates.

Parisi then transitioned from backpacks to clothes, where he started creating cut and sew pieces, more specifically jeans. With success from selling his creations, he figured it was time to put his clothes in
a store.

Slim, owner of a former streetwear store in Fayetteville called ‘Exclusive Game,' gave Parisi his first opportunity to sell his clothes at his desired price point. This act of kindness gave him the belief that his path in fashion was possible.

It was also from this act, that later birthed Privei’s showcases and market day series, which Parisi credits has kept the store thriving throughout the years. “Ninety-eight percent of businesses close within their first five years, we’ve been able to combat that by opening our doors to the community and artists in our early years, and maintaining that relationship.”

With Privei’s roots grounded in the city, they plan to keep expanding on their love for community, and giving other businesses a chance to monetize what they love to do. They are looking to partner with bigger entities in the city to make this happen, and are looking to welcome more legacy brands in the near future.

A visit to Privei is worth a trip to Cross Creek Mall. Their store is open seven days a week,