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It’s Here!

It’s Here!

Meet our first-ever collection that celebrates color, kindness, and being yourself, made for the neighborhood—and everyone in it.

Shop by Color

From brights to neutrals, click to find styles in your favorite colors.

Spotlight on Julia

Julia’s favorite game is “I-Spy”–reminding us, like every character in our collection, to celebrate what makes you you.

Spotlight on Julia

Julia’s favorite game is “I-Spy”–reminding us, like every character in our collection, to celebrate what makes you you.

Spotlight on Julia

Julia’s favorite game is “I-Spy”–reminding us, like every character in our collection, to celebrate what makes you you.

Link to 25% Off The Valentine's Day Shop
Link to 25% Off The Valentine's Day Shop

25% Off The Valentine's Day Shop

At Primary, we make all clothes, in all colors, for all kids.

  • Simplicity

    A rainbow of slogan-free designs that mix-and-match.

  • Quality

    Super soft and made to wash and wear better than anything else in their closet.

  • Inclusivity

    Styles for babies and kids, not boys and girls.