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
One of our most frequently requested products, now available for kids size 1-12. (Pets, too!)
Show us your true colors!
Browse #yesprimary on Instagram, and use it for a chance to be featured.