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Get 30% off sitewide through June 1st with code SUMMER30

Get 30% off sitewide through June 1st with code SUMMER30

Get 30% off sitewide through June 1st with code SUMMER30

Shop by Color

From brights to neutrals, click to find styles in your favorite colors.

Link to The Camp Shop Is Open!
Link to The Camp Shop Is Open!

The Camp Shop Is Open!

Link to Primary’s Spring Art Show
Link to Primary’s Spring Art Show

Primary’s Spring Art Show

At Primary, we make all clothes, in all colors, for all kids.

  • Simplicity

    A rainbow of slogan-free designs that mix-and-match.

  • Quality

    Super soft and made to wash and wear better than anything else in their closet.

  • Inclusivity

    Styles for babies and kids, not boys and girls.