Outfitting
Made Easy
Simplify getting dressed this
season with curated collections
of mix-and-match styles.
Outfitting
Made Easy
Simplify getting dressed this
season with curated collections
of mix-and-match styles.
Outfitting
Made Easy
Simplify getting dressed this
season with curated collections
of mix-and-match styles.
Get Set
For School
Discover a rainbow of styles to wear any way you want—because your true self is your best self.
Get Set
For School
Discover a rainbow of styles to wear any way you want—because your true self is your best self.
Get Set
For
School
Discover a rainbow of styles to wear any way you want—because your true self is your best self.
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:
Visit the Uniform Shop
Time for a PJ Refresh!
Can’t-Miss New Arrivals
Current Favorite Styles
Shop Feel Good Denim
The Puffer Shop Is Open!
Stock up on our rainbow of bestselling lightweight puffers.
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.
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Inclusion
Simple, slogan-free styles for babies and kids, not boys and girls.
More to Explore