Skip to content

Coming Soon!

A sunny day is on its way. Dropping January 20, 2026 at 11am ET.

Sign up below to get a sneak peek of the collection, and unlock a secret page to enter for a chance to win a prize pack of Sesame Street-themed goodies, worth over $1,000!

At Primary, we make all clothes, in all colors, for all kids.

  • Simplicity

    A rainbow of slogan-free designs that mix-and-match.

  • Quality

    Super soft and made to wash and wear better than anything else in their closet.

  • Inclusivity

    Styles for babies and kids, not boys and girls.