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.
Start with who you’re shopping for:
Our Primary Promise
A rainbow of colors and patterns that mix, match, and stay bright.
Super soft and made to wash and wear better than anything else in their closet.
Simple, slogan-free styles for babies and kids, not boys and girls.
Show us your true colors!
Browse #yesprimary on Instagram, and use it for a chance to be featured.