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Cyber Monday Bonus

50% Off
Holiday PJs

50% Off
Holiday PJs

And 40% off everything else! Plus, unlock a year of free shipping with an order of $25+ today

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.

New Graphic Sweatshirts

Show us your true colors!