30% Off All Leggings
Five-star basics, cozy new arrivals for fall, and more for babies & kids — all on sale for one week only!
Shop nowNo 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.
Family Favorites
Tees, puffers, and more matching styles for babies, kids, and grown-ups.
Show us your true colors!
Browse #yesprimary on Instagram, and use it for a chance to be featured.