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Shop NEW Tie Dye for the whole fam + more just-in arrivals for summer!
Smiling baby with outstretched arms wearing a rainbow striped babysuit.

Every Kid Shines

Find something new

No labels, no slogans. Just super soft, sustainable, simpler clothes that your kids will love.

Welcome to Primary

Two brothers standing back to back, arching together to the left, smiling, and wearing a bright orange and pink t-shirt.

Every color for every kid.

New colors in the Tee Shop
Two sisters in a side hug, the older sister is smooching the cheek of her baby sister. Both are wearing matching clover green dresses.

Shop for babies and kids, not boys and girls.

Dresses to mix and match
Three cousins wearing striped short sleeve PJ tops sitting side by side and smiling big smiles.

Anything goes because everything goes.

PJs for warm nights to come
A rainbow array of Primary swim separates for babies and kids that can be mixed and matched.

Ride every wave.

Visit the Swim Shop

Show us your true colors!

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