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Friends & Family Event

Friends & Family Event

25% Off
Absolutely
Everything

No code needed!

Friends & Family Event

25% Off
Absolutely
Everything

No code needed!

Friends & Family Event

25% Off
Absolutely
Everything

No code needed!

A 6 by 3 grid showing a rainbow of new spring product now 25% off during our friends and family event.

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.

25% Off Spring Holiday Outfits

25% Off Activewear

A grid of 96 swim styles shown in a rainbow order.
A grid of 96 swim styles shown in a rainbow order.

25% Off Bestselling Swimwear

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.