Shop by Color
From brights to neutrals, click to find styles in your favorite colors.
Spotlight on
Count von Count
Count von Count enjoys counting and math–reminding us, like every character in our collection, to celebrate what makes you you.
Spotlight on
Count von Count
Count von Count enjoys counting and math–reminding us, like every character in our collection, to celebrate what makes you you.
Spotlight on
Count von Count
Count von Count enjoys counting and math–reminding us, like every character in our collection, to celebrate what makes you you.
Shop the Primary x Sesame Street Collection
At Primary, we make all clothes, in all colors, for all kids.
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Simplicity
A rainbow of slogan-free designs that mix-and-match.
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Quality
Super soft and made to wash and wear better than anything else in their closet.
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Inclusivity
Styles for babies and kids, not boys and girls.
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