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Big savings on hundreds
of summer must-haves
including PJs, tees, shorts,
dresses, swim and more!

Big savings on hundreds
of summer must-haves
including PJs, tees, shorts,
dresses, swim and more!

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.

For New Adventures

For Getting Dressed in No Time

3 children standing arm-in-arm, wearing colorful rash guard tops and gender neutral swim trunks
3 children standing arm-in-arm, wearing colorful rash guard tops and gender neutral swim trunks

Buddy Systems

Show us your true colors!

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.