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New to the
Neighborhood!
Swimwear that’s bright, bold, and
built for every sunny day ahead.
New to the
Neighborhood!
Swimwear that’s bright, bold, and
built for every sunny day ahead.
New to the
Neighborhood!
Swimwear that’s bright, bold, and
built for every sunny day ahead.
Shop by Color
From brights to neutrals, click to find styles in your favorite colors.
The Favorite Color Capsules
Shop now
The Yellow Capsule
Featuring playful bananas and sunlight stripes, yellow celebrates all things bright in spring.
Colorful Basics, All Grown Up
Shop adult tees and sweats in just-right, stay-bright colors.
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