Up to 50% Off Holiday Sale
Up to 50% Off Holiday Sale
Save big on outerwear, holiday PJs, cozy faves, and baby essentials too!
Welcome to Primary
No labels, no slogans. Just super soft, sustainable, simpler clothes that your kids will love.
Shop for babies and kids, not boys and girls.
Every color for every kid.
Anything goes because everything goes.
New Graphic Sweatshirts
Festive enough for holiday RSVPs, and comfortable enough for everyday play.
Show us your true colors!
Browse #yesprimary on Instagram, and use it for a chance to be featured.