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Holiday Savings Event

30% Off
Everything!

30% Off
Everything!

For a limited time, save on everything you need for holiday gifting and beyond.

Shop sitewide savings now

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 child smiling wearing our silver lightweight puffer jacket.

30% Off Outerwear

Top-rated puffers & more
A family hugging each other wearing mix-and-match frosty fair isle and blueberry stripe PJs.

50% Off Holiday PJs

For everyone in your crew
A baby sitting on the ground wearing our fair isle sweater in oat with a matching beanie

Baby’s First Holiday

Festive & fuss-free outfits

Current Favorite Styles

Get cozy
A group of kids wearing our cozy heathered fleece sweats in red, blue, and green.
A group of kids wearing our cozy heathered fleece sweats in red, blue, and green.

Huggably Soft Fleece

Joggers, sweatshirts, and hoodies to wear on repeat this winter.

Shop now

Show us your true colors!

Tag #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.