Primary Clothing - Brilliant Basics for Baby & Kids

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Cyber Monday Bonus!

Cyber Monday Bonus!

And 40% OFF everything else! Plus unlock free shipping for an entire year with an order $50+ after discounts.

50% off holiday PJs 40% off everything else

Cyber Monday Bonus!

And 40% OFF everything else! Plus unlock free shipping for an entire year with an order $50+ after discounts.

50% off holiday PJs 40% off everything else

Cyber Monday Bonus!

And 40% OFF everything else! Plus unlock free shipping for an entire year with an order $50+ after discounts.

50% off holiday PJs 40% off everything else

A grid of images showing family matching holiday PJs

Shop by Color

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

A family wearing PJs from our cherry collection

50% Off Cherry Picked PJs

A family wearing PJs from our rainbow brights collection

50% Off Rainbow Brights PJs

A family wearing PJs from our festive lights collection

50% Off Festive Lights PJs

A family wearing PJs from our forest friends collection

50% Off Forest Friends PJs

A family wearing PJs from our snowy days collection

50% Off Snowy Days PJs

A family wearing PJs from our winter green collection

50% Off Wintergreen Wonders PJs

Current Favorite Styles

Shop holiday sweaters

Link to 40% Off Puffer Shop!

Link to 40% Off Puffer Shop!

40% Off Puffer Shop!

Changing temps call for our rainbow of lightweight, reversible, and parka puffers.

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.
Inclusion

Styles for babies and kids, not boys and girls.