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Up to 50% Off Holiday Sale

Up to 50% Off Holiday Sale

Save big on outerwear, holiday PJs, cozy faves, and baby essentials too!

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.

New Graphic Sweatshirts

Show us your true colors!