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Flash Sale!

Flash Sale!

One week only! Stock up & save
25% on the entire Uniform Shop.

Shop now

Flash Sale!

One week only! Stock up & save
25% on the entire Uniform Shop.

Shop now

Flash Sale!

One week only! Stock up & save
25% on the entire Uniform Shop.

Shop now
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UP TO 60% OFF

UP TO 60% OFF

END OF SEASON SALE!

Snag the season’s best deals they need right now!

Shop baby Shop kids

UP TO 60% OFF

END OF SEASON SALE!

Snag the season’s best deals they need right now!

Shop baby Shop kids

UP TO 60% OFF

END OF
SEASON
SALE!

Snag the season’s best deals they need right now!

Shop baby Shop kids
A graphic that shows a cartoon image of a pool and beach balls that represents summer time.

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:

A graphic showing bright solid colors of our new interlock organic styles include PJs for kids and baby

Introducing Organic Interlock

Supremely soft 100% GOTS certified cotton
3 kids standing side by side wearing red, yellow, and orange color dresses smiling together.

Kids Dresses

Super soft and always with pockets
A young baby wearing a one-piece rash guard holding a beach ball in her hands.

UPF 50+ Swimwear

Shop rash guards, trunks & more

Current Favorite Styles

Shop Animal Friends
a grid of 9 kids wearing our soft pique polos in solid colors. Links to Pique Polos Shop now
a grid of 9 kids wearing our soft pique polos in solid colors.

Pique Polos

Super soft and ready to take you from summer to school and beyond.

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.