Be What You Want
Easy DIY starts hereNo labels, no slogans. Just super soft, sustainable, simpler clothes that your kids will love.
Welcome to Primary
Anything goes because everything goes.
Every color for every kid.
Shop for babies and kids, not boys and girls.
PJs for the Whole Family
Save now on limited edition Halloween PJs for babies, kids and grown-ups too!
Show us your true colors!
Browse #yesprimary on Instagram, and use it for a chance to be featured.