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Save up to 60% on the best deals of the season!

Up To

Save up to 60% on the best deals of the season!

Up To

Save up to 60% on the best deals of the season!

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Save 25% or more on bestselling basics for back to school!

Save 25% or more on bestselling basics for back to school!

Save 25% or more on bestselling basics for back to school!

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Shop by Color

From brights to neutrals, click to find styles in your favorite colors.

Link to Everyday Comfort, All Year Long
Link to Everyday Comfort, All Year Long

Everyday Comfort, All Year Long

At Primary, we make all clothes, in all colors, for all kids.

  • Simplicity

    A rainbow of slogan-free designs that mix-and-match.

  • Quality

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

  • Inclusivity

    Styles for babies and kids, not boys and girls.