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Save up to 50% on everything you need for holiday gifting & beyond!

Save up to 50% on everything you need for holiday gifting & beyond!

Save up to 50% on everything you need for holiday gifting & beyond!

A grid of images showing family matching holiday PJs, puffers and more.

Shop by Color

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

Link to 30-40% Off Puffer Shop!
Link to 30-40% Off Puffer Shop!

30-40% Off Puffer Shop!

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.

  • Inclusion

    Styles for babies and kids, not boys and girls.