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!
Primary Basics Sale!
30% OFF
Essentials
Save on our bestselling
basics — the building blocks
of every closet AND Halloween
DIY costumes, too!
Primary Basics Sale!
30% OFF
Essentials
Save on our bestselling
basics — the building blocks
of every closet AND Halloween
DIY costumes, too!
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.
Show us your true colors!
Browse #yesprimary on Instagram, and use it for a chance to be featured.