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30% Off All Leggings

Five-star basics, cozy new arrivals for fall, and more for babies & kids — all on sale for one week only!

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No 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

Show us your true colors!