The Primary Pass
The Primary Pass
30% off 5+ items with code MY30
excludes clearance
The Primary Pass
30% off 5+ items with code MY30
excludes clearance
The Primary Pass
30% off 5+ items with code MY30
excludes clearance
Shop by Color
From brights to neutrals, click to find styles in your favorite colors.
Current Favorite Styles
Shop Spring Outfit Collections
The Sunlight Collection
Our newest shade of yellow loves pinks like flamingo and guava, along with neutral khaki.
Primary’s Spring Art Show
A joyful showcase of kids’ artwork inspired by our spring outfit collections.
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