Welcome to Primary. No labels, no slogans. Just soft, simpler clothes that kids and babies will love. Shop gender neutral, sustainable basics for the whole family.

Welcome to Primary. No labels, no slogans. Just soft, simpler clothes that kids and babies will love. Shop gender neutral, sustainable basics for the whole family.

Welcome to Primary. No labels, no slogans. Just soft, simpler clothes that kids and babies will love. Shop gender neutral, sustainable basics for the whole family.

Best selling styles in vibrant print and bold colors are on sale for kids and baby! Shop dresses, tees, leggings, bodysuits, footies, pjs and more for the whole family.

Say hello to fresh new arrivals for spring.

Welcome to Primary. No labels, no slogans. Just soft, simpler clothes that kids and babies will love. Shop gender neutral, sustainable basics for the whole family.

Solid color clothes for kids + baby, with no logos, slogans, or sequins! Dresses, babysuits, pants, tops, swimsuits and more.

Welcome to Primary. No labels, no slogans. Just soft, simpler clothes that kids and babies will love. Shop gender neutral, sustainable basics for the whole family.

Vibrant, comfortable, and protective swim separate for kids and baby. Shop gender neutral rash guards, swim trunks, tops, bottoms, one-pieces and more for all kids 0-14. UPF 50, sustainably made, and in …

Stock up on super soft, vibrant babysuits, sleepers and rompers, shorts, pants, outerwear, separates, and more for baby in solid colors and sizes newborn to 5!