Welcome to Primary
We're on a mission to encourage every kid to be the truest version of themselves. We believe getting dressed can be a powerful act of self-expression. So we make all clothes, in all colors, for all kids.
Start with who you’re shopping for:
20% Off Primary Basics
Dresses Under $20
40% Off Summer PJs
30% Off All Swim
Save on our entire rainbow of UPF 50+ sustainable swim.
Our Primary Promise
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Color
A rainbow of colors and patterns that mix, match, and stay bright.
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Quality
Super soft and made to wash and wear better than anything else in their closet.
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Inclusion
Simple, slogan-free styles for babies and kids, not boys and girls.
Show us your true colors!
Browse #yesprimary on Instagram, and use it for a chance to be featured.