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Play-Friendly, Party-Ready

Play-Friendly, Party-Ready

Find a rainbow of always soft, never scratchy styles for springtime celebrations.

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.

For Making Yourself Comfortable

For Easy Outfitting

For Diving Right In

Spring 2023 Lookbook

Show us your true colors!