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Here Comes
the Sun

Get set for summer with a rainbow
of bright and easy styles.

Here Comes
the Sun

Get set for summer with a rainbow
of bright and easy styles.

Shop new arrivals

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.

Two young children standing side by side, wearing matching white t-shirts with a rainbow star pattern and colorful shorts.

For Shining Bright

Tees & shorts in summer colors
2 children sitted cross legged, looking at each other, wearing colorful graphic tees and shorts.

For New Adventures

The Camp Shop is open
A baby sitting down wearing a sleeveless one-piece summer romper with a wavy blue and white pattern

For Getting Dressed in No Time

Easy, breezy shorties for baby

Buddy Systems

Pair UPF 50+ swim with new towel terry for a beach-to-boardwalk outfit.

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Show us your true colors!

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

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.