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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.

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.

30% Off Puffers

30% Off Cozy Essentials

A group of kids wearing our clothing from our holiday outfit line. Corduroy dress, rainbow plaid button downs, sweaters, and chinos.
A group of kids wearing our clothing from our holiday outfit line. Corduroy dress, rainbow plaid button downs, sweaters, and chinos.

Get Dressed Up

Show us your true colors!

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.