Follow Your Heart
Follow Your Heart
And match with your favorite people in new arrivals from the Heart Shop!
Welcome to Primary
No labels, no slogans. Just super soft, sustainable, simpler clothes that your kids will love.
Shop for babies and kids, not boys and girls.
Every color for every kid.
Anything goes because everything goes.
Dive Right In
Discover a rainbow of UPF 50 swimwear for babies
& kids, all made with 100% recycled materials.
Show us your true colors!
Browse #yesprimary on Instagram, and use it for a chance to be featured.