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Get 20% off your purchase of 5+ items with code: SPRINGPASS

Every Kid Shines

Find something new

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

Welcome to Primary

Every color for every kid.

Shop for babies and kids, not boys and girls.

Anything goes because everything goes.

A rainbow array of Primary swim separates for babies and kids that can be mixed and matched.

Ride every wave.

Show us your true colors!