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Let's Paint Outside the Lines

Get summer in the bag

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.

Two kids lying on their backs, side by side, but in opposite directions, looking up and smiling.

Dresses and rompers that play together.

Show us your true colors!