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No waiting ‘til Black Friday… shop
our best-ever 40% off sitewide sale now!

No waiting ‘til Black Friday… shop
our best-ever 40% off sitewide sale now!

No waiting ‘til Black Friday… shop
our best-ever 40% off sitewide sale now!

A graphic showing a kid wearing a fair isle sweater and hat and baby wearing a rainbow stripe sweater and hat

Shop by Color

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

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

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.