30% Off
ALL Swim
All UPF 50+ sustainable swim
is on sale now for a limited time,
including new arrivals!
30% Off
ALL Swim
All UPF 50+ sustainable swim
is on sale now for a limited time,
including new arrivals!
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:
Summer PJ Refresh
Dresses for Every Kid
New Arrivals Roundup
Current Favorite Colors
Shop summer color collections
The Camp Shop Is Open!
Shop easy outfits, go-to essentials, and more for all your happy campers.
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.
More to Explore