Made with Heart

The Heart Shop is now open, and to celebrate, we're sharing a peek into the process of how we brought this collection to life.

In the Heart Shop, you'll find returning favorites, like this pocket tunic sweatshirt, plus a bunch of new, limited edition styles that are crafted with DIY-inspired details, including organic PJs in rainbow paper hearts. When creating these new products, our Senior Design Director, Ally, drew inspiration from the valentines kids might make at home for their classmates and friends. "I love doing arts & crafts projects with my kids, and am always thinking about ways to infuse the that sense of playful creativity into what we make at Primary." She added, "The team and I also like to consider how to reinvent our shapes each season. For Valentine's Day, we took our hand-cut heart and saw an opportunity to split it to highlight some of our favorite color combos." As always, Ally and her team work to make every print inclusive, too. "It was important to us to make sure every kid could find a heart with a color pairing they love," she said.

Scroll to see some favorite looks from the Heart Shop:

Find all these styles and more stuff you'll love in the Heart Shop now!