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.

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

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.

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.

At Primary, we manufacture our own clothing and sell directly to you, exclusively through our website. By avoiding middlemen, retail markups, and the high costs of brick-and-mortar stores, we can offer you …

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.

Easy no-sew DIY costumes are made with super soft, wear-again basics for kids and baby. Shop solid color separates that won't go to waste.