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NEW styles & markdowns in the Sidewalk Sale! Shop now!

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

Welcome to Primary

A child standing sideways in rainbow heart PJs, arms wide like an airplane.

Every color for every kid.

See what's new in PJs
A baby wearing a stripe hoodie romper, staring at the camera and playing with a sprout of hair.

Shop for babies and kids, not boys and girls.

Colorful new arrivals for babies
Two siblings sitting side-by-side wearing layered classic and slim long and short sleeves with joggers and smiling.

Anything goes because everything goes.

Mixable, matchable tees
A father and daughter sitting together, smiling, and wearing matching tees with a rainbow stripe across the chest.

More Rainbows, Please

There’s something for everyone in the Rainbow Shop

See what's new

Show us your true colors!

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