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A Very Big

A Very Big

Save on 100s of summer styles plus
clearance deals in the Very Big
Warehouse Sale!

Shop baby Shop kids

A Very Big

Save on 100s of summer styles plus
clearance deals in the Very Big
Warehouse Sale!

Shop baby Shop kids

A Very Big

Save on 100s of summer styles plus
clearance deals in the Very Big
Warehouse Sale!

Shop baby Shop kids
A graphic showing our zip footies in a rainbow order hanging on a rack with text that reads warehouse sale

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 group of kids wearing tees and shorts ready for camp

Summer Camp Staples

Visit the Camp Shop
A laydown of our one-piece swim rash guards in rainbow order.

Bestselling UPF 50+ Swim

Rash guards, one-pieces & more
3 kids standing side by side wearing yellow and purple clothing part of our sunflower collection.

Can’t-Miss New Arrivals

Meet your new faves

Current Favorite Styles

Visit the Rainbow Shop
A laydown of 12 kids dresses showing the different prints and patterns in a rainbow order
A laydown of 12 kids dresses showing the different prints and patterns in a rainbow order

Dresses Starting at $14

Don’t miss deals on these always soft, never scratchy faves.

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.