Welcome to Primary
We're on a mission to encourage every kid to be the truest version of themselves. We believe getting dressed can be a powerful act of self-expression. So we make all clothes, in all colors, for all kids.
Start with who you’re shopping for:
The Puffer Shop Is Open!
Changing temps call for our rainbow of lightweight, reversible, and parka puffers.
Our Primary Promise
-
Color
A rainbow of colors and patterns that mix, match, and stay bright.
-
Quality
Super soft and made to wash and wear better than anything else in their closet.
-
Inclusion
Simple, slogan-free styles for babies and kids, not boys and girls.
More to Explore