Primary Clothing - Brilliant Basics for Baby & Kids
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Stand for What
You Love

The Heart Shop is open

No labels, no slogans. Just super soft, sustainable, simpler clothes that your kids will love.

Welcome to Primary

Every color for every kid.

Anything goes because everything goes.

Shop for babies and kids, not boys and girls.

Dresses for Kids Who Love Dresses

Show us your true colors!