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Shop lightweight, summer-ready tanks and tees!
A child squatting down and smiling, wearing a pink and red watercolor stripe tank and pink shorts and sneakers.

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

A crawling baby looking up and wearing a watercolor stars cotton shortie.

Shop for babies and kids, not boys and girls.

Shop new arrivals for babies and kids
A colorful array of swimsuit separates in a rainbow order.

Every color for every kid.

Mixable swim separates
Two siblings standing next to each other, smiling, one wearing a striped tank and one wearing a rainbow striped tee.

Anything goes because everything goes.

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

Dresses and rompers that play together.

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Show us your true colors!

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