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A grid of 9 photos showing our holiday product thst includes dresses, puffers, PJs, and sweaters.

EXTENDED ONE DAY ONLY!

Free Shipping
for a Year

Free Shipping
for a Year

Last chance to unlock an entire year of free shipping with an order of $25+ today.

Shop up to 50% off everything

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.

Start with your favorite color:

Start with who you’re shopping for:

4 kids standing and hugging each other wearing our parka puffer jacket in 4 different colors.

40% Off All Outerwear

Snuggle up, save big
A stack of our new cozy fleece sweatshirts in a rainbow order

30% Off Cozy Essentials

Save on super soft styles
A young baby laying on thier belly wearing our new holly berry printed zip footie

50% Off All Holiday PJs

Save on mix-and-match PJ for the family

Current Favorite Color

Shop Rainbow Fair Isle
A group of kids wearing our clothing from our holiday outfit line. Corduroy dress, rainbow plaid button downs, sweaters, and chinos.
A group of kids wearing our clothing from our holiday outfit line. Corduroy dress, rainbow plaid button downs, sweaters, and chinos.

Get Dressed Up

Shop a rainbow of holiday outfits for all their seasonal RSVPs.

Shop now

Show us your true colors!

Tag #yesprimary on Instagram, and use it for a chance to be featured.

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.