No labels, no slogans. Just super soft, sustainable, simpler clothes that your kids will love.
Welcome to Primary
Every color for every kid.
Anything goes because everything goes.
Shop for babies and kids, not boys and girls.
Dresses for Kids Who Love Dresses
Explore cozy styles that love to layer with leggings
Show us your true colors!
Browse #yesprimary on Instagram, and use it for a chance to be featured.