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Primary Basics Sale!

30% OFF
Essentials

Save on our bestselling
basics — the building blocks
of every closet AND Halloween
DIY costumes, too!

Primary Basics Sale!

30% OFF
Essentials

Save on our bestselling
basics — the building blocks
of every closet AND Halloween
DIY costumes, too!

Our solid and basic tees, joggers, and sweatshirts neatly folded in a rainbow order.

Welcome to Primary

We're on a mission to encourage every kid to be the truest version of themselves. We believe getting dressed can be a powerful act of self-expression. So we make all clothes, in all colors, for all kids.

6 DIY Halloween costumes on kids all made from our clothing. A ladybug, tiger, bumble bee, alligator, Butterfly and octopus.
6 DIY Halloween costumes on kids all made from our clothing. A ladybug, tiger, bumble bee, alligator, Butterfly and octopus.

Find a Color For Every Costume

Show us your true colors!

Our Primary Promise

  • Color

    A rainbow of colors and patterns that mix, match, and stay bright.

  • Quality

    Super soft and made to wash and wear better than anything else in their closet.

  • Inclusion

    Simple, slogan-free styles for babies and kids, not boys and girls.