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20% OFF
ALL New Arrivals!

Save on styles that have us dreaming of warmer days ahead.

Shop baby Shop kids Shop adult

20% OFF
ALL New Arrivals!

Save on styles that have us dreaming of warmer days ahead.

Shop baby Shop kids Shop adult

20% OFF
ALL New Arrivals!

Save on styles that have us dreaming of warmer days ahead.

Shop baby Shop kids Shop adult
a rainbow graphic paired with an image of a kids and a baby wearing rainbow clothing

Shop by Color

From brights to neutrals, click to find styles in your favorite colors.

Current Favorite Styles

Visit the St. Paddy's Day Shop
Link to Spring Outerwear Update
Link to Spring Outerwear Update

Spring Outerwear Update

Our kids windbreaker is lightweight, packable, and a must-have layer for seasonal adventures ahead.

Shop now

More to Explore

At Primary, we make all clothes, in all colors, for all kids.

  • Simplicity

    A rainbow of slogan-free designs that mix-and-match.

  • Quality

    Super soft and made to wash and wear better than anything else in their closet.

  • Inclusivity

    Styles for babies and kids, not boys and girls.