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

Be Bold and Big-Hearted

New PJs are here

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

Welcome to Primary

Anything goes because everything goes.

Every color for every kid.

Shop for babies and kids, not boys and girls.

Big Heart for Rainbows

Show us your true colors!