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.

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

We created Primary so that parents everywhere (including ourselves) will have a go-to for quality clothes without logos, slogans, or gendered prescriptions. We make clothes that let kids feel …

At Primary, we make all clothes, in all colors, for all kids. Simplicity A rainbow of slogan-free designs that mix-and-match. Quality Super soft and made to wash and wear better than …

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.

Create a DIY Mr Peanut costume using super-soft Primary basics. Follow this simple, no-sew tutorial to craft adorable Halloween outfits for little ones.

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.