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Put Yourself Out There

Find something new

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

Welcome to Primary

Every color for every kid.

Shop for babies and kids, not boys and girls.

Anything goes because everything goes.

A rack of colorful dresses, some with stripes, some with flowers, some with polka dots, arranged in a rainbow.

Dresses for kids who wear dresses

Show us your true colors!