Up to
Up to
Get up to 60% off, plus an extra 20% off 5+ clearance items with code: EXTRA20.
Up to
Get up to 60% off, plus an extra 20% off 5+ clearance items with code: EXTRA20.
Up to
Get up to 60% off, plus an extra 20% off 5+ clearance items with code: EXTRA20.
Made with Heart
From limited edition prints to embroidered details, there’s something for everyone to love.
Made with Heart
From limited edition prints to embroidered details, there’s something for everyone to love.
Made with Heart
From limited edition prints to embroidered details, there’s something for everyone to love.
Shop by Color
From brights to neutrals, click to find styles in your favorite colors.
Take Your Pick of
Top-Rated Puffers
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