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Over 100 styles just added to the Sidewalk Sale, including ALL swim! 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.

Meet tees that love to mix and match
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.