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30% Off ALL Swim

All UPF 50+ sustainable swim is on sale now for a limited time, including new arrivals!

Shop baby Shop kids

30% Off ALL Swim

All UPF 50+ sustainable swim is on sale now for a limited time, including new arrivals!

Shop baby Shop kids

30% Off ALL Swim

All UPF 50+ sustainable swim is on sale now for a limited time, including new arrivals!

Shop baby Shop kids

Welcome to Primary

We're on a mission to encourage every kid to be the truest version of themselves. We believe getting dressed can be a powerful act of self-expression. So we make all clothes, in all colors, for all kids.

Start with your favorite color:

Start with who you’re shopping for:

3 kids standing shoulder to shoulder laughing together. All wearing our new swim in poppy and gumball colors.

Bestselling UPF 50+ Swim

Mix-and-match separates and one-pieces
2 babies sitting back to back wearing a yellow dress with bucket hat and a stripe romper.

Spring Baby Outfits

Get them dressed in a breeze
3 kids standing in a row laughing and smiling, wearing our new spring PJs in ladybug, suns, and lightning bolts.

Dreamy Soft Organic PJs

Refresh their PJ drawer

Current Favorite Colors

Shop Spring Color Collections
A line up of kids wearing new sping dresses in all different colors and prints.
A line up of kids wearing new sping dresses in all different colors and prints.

New in the Dress Shop

Shop our rainbow of unfussy favorites 
(that always have pockets!).

Shop now

More to Explore

Our Primary Promise

  • Color

    A rainbow of colors and patterns that mix, match, and stay bright.

  • Quality

    Super soft and made to wash and wear better than anything else in their closet.

  • Inclusion

    Simple, slogan-free styles for babies and kids, not boys and girls.