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Primary

4.6 • 37 Reviews

Primary offers sustainable, soft, gender neutral clothing for the whole family.

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Primary Reviews

4.6

Primary earns consistently positive reviews: shoppers say the brand works as a reliable source of durable, soft, color-saturated kids’ basics but note occasional durability issues (seams, hook-loop, threads) and fit that runs slim. Reviews praise vibrant, gender-neutral colors, durable fabrics that withstand washing and handing down, and responsive customer service, while warning that some pieces snag, fade, or stain and sizing and website details can be unclear.

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  • 1y ago

    I love love love Primary. Cute, affordable, sustainable, long-lasting - it checks all the boxes. Gender neutral is a plus too! I love their swim, rompers, and outerwear. While I love to get things secondhand, I'll always turn to Primary when my kiddos need new items.

  • 4y ago

    The best swim and pjs out there! The leggings and onesies are also great - stretchy, soft cotton. The puffer vest in the picture is Primary and it's very warm and light weight. Plus the sale prices are great. TBH I haven't bought a product that I've been disappointed with.

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    I'd love a few more designs especially for girls, but that's just me being greedy.

  • 1y ago

    I love the look of Primary’s clothes. They’re fun and colorful and way more affordable than say Hanna Andersen. However the quality leaves a lot to be desired. There are threads coming out of this bubble and I’ve only washed it once.

  • 3y ago

    Great quality basics for all children! My son loves his shirts and swim suit from Primary, the swimsuit material in particular has held up so well and shows no visible signs of wear. Highly recommended and reasonably priced

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What is Primary?

Primary offers sustainable, soft, gender neutral clothing for the whole family.

In their own words

Years ago, when we were shopping for our own kids’ clothing, we found a lot of things that didn’t make sense: Pink for girls, blue for boys. Quality only if you spend a fortune. And slogans on everything, telling kids who they are, and what they should be. So we built a brand that rewrote the rules: Every color for every kid. With no labels and no slogans. Super soft and sustainable fabrics, for clothes that all play together. And all backed by the kind of customer service you thought didn’t exist.