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

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.



Christina Carbonell

Galyn Bernard

Baby & Kids

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.

Primary

jacket

pajamas

cardigan 

swim

Basics

Clothing

Pet Accessories

Pets

Kid's Zip Hoodie with Rainbow Trim

Short Sleeve Easy Stripe Tee

Swim Trunk 2-Pack

Recess Dress

Kids StayCool stretch running short

Adult 24/7 Sweatshirt in Candy Stripe

Adult Embroidered Classic Slub Crewneck Tee

Adult 24/7 Embroidered Sweatshirt 

Easy Crewneck Tee

The Kids Long Sleeve Rash Guard

Long Sleeve Paper Plane Tee

Baby Long Sleeve Bolt Tee

Athletic Sock

Kids Raincoat

Track Short

Staycool Stretch Gym Short

Kids Pocket Tee

The Classic Long Sleeve T-Shirt

Embroidered Pocket Romper

Baby Embroidered Stripe Pocket Shortie

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