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.
No labels, no slogans. Just super soft, sustainable, simpler clothes that your kids will love.
Every color for every kid.
Shop for babies and kids, not boys and girls.
Anything goes because everything goes.
Show us your true colors!
Browse #yesprimary on Instagram, and use it for a chance to be featured.