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Make Waves

Meet our largest lineup yet of
sustainable, UPF 50+ swim tops,
bottoms, and one-pieces.

Make Waves

Meet our largest lineup yet of
sustainable, UPF 50+ swim tops,
bottoms, and one-pieces.

Welcome to Primary

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

Shop for babies and kids, not boys and girls.

Every color for every kid.

Anything goes because everything goes.

Introducing Raincoats

Show us your true colors!