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.

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.

Unisex styles for kids, sizes 2-14 in logo-free solid colored cotton. Shop dresses, tees, shorts, pants, PJs, athletic, outerwear, and more.

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!

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.

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

May 19, 2025 · Team Primary is inviting kids aged 5-12 to create and submit an original piece of art that showcases their favorite thing in their favorite color (s). Up to 10 winners will be chosen to have their …