30% Off
All Tees &
Shorts
Tees, tanks, shorts, & babysuits
are ALL on sale for a limited time!
30% Off
All Tees &
Shorts
Tees, tanks, shorts, & babysuits
are ALL on sale for a limited time!
30% Off
All Tees &
Shorts
Tees, tanks, shorts, & babysuits
are ALL on sale for a limited time!
30% Off
All Tees &
Shorts
Tees, tanks, shorts, & babysuits
are ALL on sale for a limited time!
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:
Bestselling UPF 50+ Swim
Spring Baby Outfits
Dreamy Soft Organic PJs
Current Favorite Colors
Shop Spring Color Collections
New in the Dress Shop
Shop our rainbow of unfussy favorites (that always have pockets!).
Our Primary Promise
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Color
A rainbow of colors and patterns that mix, match, and stay bright.
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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.
Show us your true colors!
Tag #yesprimary on Instagram, and use it for a chance to be featured.