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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.
Shop the Primary x Sesame Street Collection
At Primary, we make all clothes, in all colors, for all kids.
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Simplicity
A rainbow of slogan-free designs that mix-and-match.
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Quality
Super soft and made to wash and wear better than anything else in their closet.
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Inclusivity
Styles for babies and kids, not boys and girls.
More to Explore