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The Future
Is Bright

Welcome a new season in bold, colorful classics that were made for kids to make their own.

The Future
Is Bright

The Future
Is Bright

Welcome a new season in bold, colorful classics that were made for kids to make their own.

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.

Meet Your Outfit Building Blocks

Show us your true colors!