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

Kids Halloween PJs are HERE!
Four siblings seated close together smiling and wearing a rainbow of solid tees, joggers, hoodies and sweatshirts.

The Signature Shop is Here

Let's go

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.