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Primary Basics Sale!

30% OFF
Essentials

Save on our bestselling
basics — the building blocks
of every closet AND Halloween
DIY costumes, too!

Shop the sale

Primary Basics Sale!

30% OFF
Essentials

Save on our bestselling
basics — the building blocks
of every closet AND Halloween
DIY costumes, too!

Shop the sale
Our solid and basic tees, joggers, and sweatshirts neatly folded in a rainbow order.

Welcome to Primary

We're on a mission to encourage every kid to be the truest version of themselves. We believe getting dressed can be a powerful act of self-expression. So we make all clothes, in all colors, for all kids.

Start with your favorite color:

Start with who you’re shopping for:

A close-up photograph of a multiple kids' lightweight puffer jackets hanging on a clothing rack in rainbow order

Bestselling Puffers

Restocked in even more colors!
Two children, wearing orange and black Halloween patterned pajamas, with stars moons and witch hats on them

30% Off Halloween PJs

NEW! Limited-edition prints
An image of 13 kids legging laying flat showing a rainbow of color and prints

Kid-Favorite Leggings

Classic & cozy go-tos for fall

Current Favorite Colors

6 DIY Halloween costumes on kids all made from our clothing. A ladybug, tiger, bumble bee, alligator, Butterfly and octopus.
6 DIY Halloween costumes on kids all made from our clothing. A ladybug, tiger, bumble bee, alligator, Butterfly and octopus.

Find a Color For Every Costume

Bring any Halloween costume to life with hundreds of easy DIY ideas and our rainbow of Primary Basics.

Explore DIY costume ideas

Show us your true colors!

Browse #yesprimary on Instagram, and use it for a chance to be featured.

Our Primary Promise

  • Color

    A rainbow of colors and patterns that mix, match, and stay bright.

  • Quality

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

  • Inclusion

    Simple, slogan-free styles for babies and kids, not boys and girls.