It’s Here!
It’s Here!
Meet our first-ever collection that celebrates color, kindness, and being yourself, made for the neighborhood—and everyone in it.
Shop by Color
From brights to neutrals, click to find styles in your favorite colors.
Spotlight on Grover
Grover tries really hard and loves to finish tasks–reminding us, like every character in our collection, to celebrate what makes you you.
Spotlight on Grover
Grover tries really hard and loves to finish tasks–reminding us, like every character in our collection, to celebrate what makes you you.
Spotlight on Grover
Grover tries really hard and loves to finish tasks–reminding us, like every character in our collection, to celebrate what makes you you.
25% Off The Valentine's Day Shop
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