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A Very Big

A Very Big

Save on almost everything,
from summer go-tos starting at $9
to 50% off clearance!

A Very Big

Save on almost everything,
from summer go-tos starting at $9
to 50% off clearance!

A Very Big

Save on almost everything,
from summer go-tos starting at $9
to 50% off clearance!

A graphic showing our zip footies in a rainbow order hanging on a rack with text that reads warehouse sale

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.

Summer Camp Staples

Bestselling UPF 50+ Swim

Meet Our Animal Friends

A laydown of 12 kids dresses showing the different prints and patterns in a rainbow order
A laydown of 12 kids dresses showing the different prints and patterns in a rainbow order

Dresses Starting at $14

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.