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You're invited to our 10th Birthday Event

You're invited to our 10th Birthday Event

30% OFF EVERYTHING

with code 10YEARS

Go, go go!

You're invited to our 10th Birthday Event

30% OFF EVERYTHING

with code 10YEARS

Go, go go!

You're invited to our 10th Birthday Event

30% OFF EVERYTHING

with code 10YEARS

Go, go go!
a grid of kids wearing solid color tees

Shop by Color

From brights to neutrals, click to find styles in your favorite colors.

Current Favorite Styles

Shop Spring Outfit Collections
Link to The Coast Collection
Link to The Coast Collection

The Coast Collection

A soothing neutral blue to wear with other cool shades like moonlight, sunwashed teal, and navy.

Shop the Coast Collection
Link to Primary’s Spring Art Show
Link to Primary’s Spring Art Show

Primary’s Spring Art Show

A joyful showcase of kids’ artwork inspired by our spring outfit collections.

See it all here

More to Explore

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.