No labels, no slogans. Just super soft, sustainable, simpler clothes that your kids will love.
Welcome to Primary
Every color for every kid.
Shop for babies and kids, not boys and girls.
Anything goes because everything goes.
The Short Report
Restocked classics and fresh new arrivals are here in every length and every color for every kid.
Show us your true colors!
Browse #yesprimary on Instagram, and use it for a chance to be featured.