Mix, Match,
Make It
Your Own
Our latest drop of seasonal outfit
collections is here in time for
back to school, and there’s no
wrong way to wear them.
Mix, Match,
Make It
Your Own
Our latest drop of seasonal outfit
collections is here in time for
back to school, and there’s no
wrong way to wear them.
Mix, Match,
Make It
Your Own
Our latest drop of seasonal outfit
collections is here in time for
back to school, and there’s no
wrong way to wear them.
Shop by Color
From brights to neutrals, click to find styles in your favorite colors.
Fall's Most Valuable Layer
The coat of the season is back in stock - shop our family of lightweight puffers for babies, kids, and adult.
No Spooky Slogans Necessary
Get in the Halloween spirit with simple yet celebratory limited-edition styles.
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