The Future
Is Bright
Welcome a new season in bold, colorful classics that were made for kids to make their own.
The Future
Is Bright
The Future
Is Bright
Welcome a new season in bold, colorful classics that were made for kids to make their own.
No labels, no slogans. Just super soft, sustainable, simpler clothes that your kids will love.
Welcome to Primary
Shop for babies and kids, not boys and girls.
Every color for every kid.
Anything goes because everything goes.
Meet Your Outfit Building Blocks
Restocked classics and fresh new arrivals are here in every length and every color for every kid.
Show us your true colors!
Browse #yesprimary on Instagram, and use it for a chance to be featured.