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Primary Basics Sale!

30% OFF
Essentials

Save on our bestselling
basics — the building blocks
of every closet AND Halloween
DIY costumes, too!

Primary Basics Sale!

30% OFF
Essentials

Save on our bestselling
basics — the building blocks
of every closet AND Halloween
DIY costumes, too!

A laydown image of our basic sweatshirts, tees, and joggers in a rainbow order.

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.

7 of our kids parka puffers hanging on a rack in rainbow order.
7 of our kids parka puffers hanging on a rack in rainbow order.

Parka Puffers Are Back!

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.