30% OFF
ALL Tops
Save big on ALL tops & tees
for baby, kids, and grown-ups,
including new arrivals!
30% OFF
ALL Tops
Save big on ALL tops & tees
for baby, kids, and grown-ups,
including new arrivals!
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 who you’re shopping for:
Halloween PJs
Primary Basics
Bestselling Puffers
Current Favorite Colors
Find a Color For Every Costume
Bring any Halloween costume to life with hundreds of easy DIY ideas and our rainbow of Primary Basics.
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.
Show us your true colors!
Browse #yesprimary on Instagram, and use it for a chance to be featured.