Primary Clothing - Brilliant Basics for Baby & Kids Skip to content

PJ Restock Alert! Shop classic solids and bold new prints.
A child wearing bold heart PJs twisting slightly and caught in an eyes-closed giggle.

Be Bold and Big-Hearted

New PJs are here

No labels, no slogans. Just super soft, sustainable, simpler clothes that your kids will love.

Welcome to Primary

A child in a DIY unicorn costume crouched down and smiling at the camera.

Anything goes because everything goes.

Explore DIY costume ideas
A rainbow array of leggings, mixed solid, stripe and dot options.

Every color for every kid.

Shop leggings for everyone
Two brothers dressed holding hands, dressed in similar outfits with long sleeve tees, puffer vests, jeans and boots.

Shop for babies and kids, not boys and girls.

Meet new arrivals for fall

Big Heart for Rainbows

New arrivals for the whole family.

Visit the Rainbow Shop

Show us your true colors!

Browse #yesprimary on Instagram, and use it for a chance to be featured.