Shop by Color
From brights to neutrals, click to find styles in your favorite colors.
The St. Paddy’s Day Shop Is Open!
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The Swim Shop
Shop our entire rainbow of top-rated, UPF 50+ sustainable swim.
Shop the Primary x Sesame Street Collection
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.
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