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20% Off ALL
Kids New
Arrivals

Enjoy special savings on new spring styles–just in time for spring break!

20% Off ALL
Kids New
Arrivals

Enjoy special savings on new spring styles–just in time for spring break!

20% Off ALL
Kids New
Arrivals

Enjoy special savings on new spring styles–just in time for spring break!

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The Annual Baby Sale!

The Annual Baby Sale!

Up to 50% OFF
All Baby Styles

Save on literally every single thing for baby, even new arrivals!

The Annual Baby Sale!

Up to 50% OFF
All Baby Styles

Save on literally every single thing for baby, even new arrivals!

The Annual Baby Sale!

Up to 50% OFF
All Baby Styles

Save on literally every single thing for baby, even new arrivals!

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20% Off
ALL Swim

The UPF 50+ Swim Shop is open, and we’re celebrating with special savings!

20% Off
ALL Swim

The UPF 50+ Swim Shop is open, and we’re celebrating with special savings!

20% Off
ALL Swim

The UPF 50+ Swim Shop is open, and we’re celebrating with special savings!

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.

Winter-to-Spring Layers

New for St. Paddy's Day

Introducing Windbreakers

Up to 60% Off Last Chance Sale Styles!

Show us your true colors!

Our Primary Promise

  • Color

    A rainbow of colors and patterns that mix, match, and stay bright.

  • Quality

    Super soft and made to wash and wear better than anything else in their closet.

  • Inclusion

    Simple, slogan-free styles for babies and kids, not boys and girls.