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A grid of 9 images showing children and babies in colorful spring clothing including dresses, button downs, rompers and polos

Play-Friendly, Party-Ready

Play-Friendly, Party-Ready

Find a rainbow of always soft, never scratchy styles for springtime celebrations.

Get dressed-up(ish)

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.

2 children, wearing matching short sleeve pajamas with a rainbow sunburst pattern, sitting on rainbow polka dot pillows.

For Making Yourself Comfortable

Shorter PJs for warmer nights
11 pairs of colorful kids shorts, folded in half and laid out in rainbow order.

For Easy Outfitting

Shorts in every length
5 young children wearing colorful swimwear, including rash guards, one-pieces, swim trunks and sun hats.

For Diving Right In

Mix-and-match UPF 50+ swim

Spring 2023 Lookbook

Our favorite styles this season, all in one place.

View & shop now

Show us your true colors!

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