Shop by Color
From brights to neutrals, click to find styles in your favorite colors.
The Camp Shop Is Open!
Find easy outfits, go-to essentials, and more for all your happy campers.
Primary’s Spring Art Show
A joyful showcase of kids’ artwork inspired by our spring outfit collections.
At Primary, we make all clothes, in all colors, for all kids.
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Simplicity
A rainbow of slogan-free designs that mix-and-match.
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Quality
Super soft and made to wash and wear better than anything else in their closet.
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Inclusivity
Styles for babies and kids, not boys and girls.
More to Explore