Primary Clothing - Brilliant Basics for Baby & Kids Skip to content

Cyber Sale

Get 30% off puffers, plus
40% off holiday PJs and more!

Shop Sale

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.

Anything goes because everything goes.

Every color for every kid.

Dresses for Kids Who Love Dresses

Show us your true colors!