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New to the Neighborhood!

Swimwear that’s bright, bold, and

built for every sunny day ahead.

Shop Primary x Sesame Street

New to the Neighborhood!

Swimwear that’s bright, bold, and

built for every sunny day ahead.

Shop Primary x Sesame Street

New to the Neighborhood!

Swimwear that’s bright, bold, and

built for every sunny day ahead.

Shop Primary x Sesame Street

templateType1Column

New to the Neighborhood!

Swimwear that’s bright, bold, and

built for every sunny day ahead.

Shop Primary x Sesame Street

New to the Neighborhood!

Swimwear that’s bright, bold, and

built for every sunny day ahead.

Shop Primary x Sesame Street

New to the Neighborhood!

Swimwear that’s bright, bold, and

built for every sunny day ahead.

Shop Primary x Sesame Street

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Featured Categories

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\ UPF 50+ Swim](/content/collections/swim?ref=hp_category_0/index.html)
\ Primary x Sesame Street](/content/collections/sesame-street?ref=hp_category_1/index.html)
\ Kids Best Sellers](/content/collections/kids-bestselling-essentials?ref=hp_category_2/index.html)
\ Kids Tops](/content/collections/kids-tops-tees?ref=hp_category_3/index.html)
\ Kids Activewear](/content/collections/kids-activewear?ref=hp_category_4/index.html)
\ Kids Shorts](/content/collections/kids-shorts-and-skirts?ref=hp_category_5/index.html)
\ Kids Bottoms](/content/collections/kids-bottoms?ref=hp_category_6/index.html)
\ Kids Sweatshirts](/content/collections/kids-layers-hoodies-sweatshirts?ref=hp_category_7/index.html)
\ Kids Pajamas](/content/collections/kids-pajamas?ref=hp_category_8/index.html)
\ Kids Dresses](/content/collections/kids-dresses-rompers?ref=hp_category_9/index.html)
\ Rainbow Shop](/content/collections/rainbow?ref=hp_category_10/index.html)
\ Gift Cards](/content/products/the-digital-gift-card?ref=hp_category_11/index.html)
\ New Arrivals](/content/collections/new-arrivals?ref=hp_category_12/index.html)
\ Adult Shop](/content/collections/grown-ups?ref=hp_category_13/index.html)
\ Baby Rompers](/content/collections/baby-rompers?ref=hp_category_14/index.html)
\ Baby Sleepwear](/content/collections/baby-pajamas?ref=hp_category_15/index.html)
\ Baby Best Sellers](/content/collections/baby-bestselling-basics?ref=hp_category_16/index.html)
\ Baby Bottoms](/content/collections/baby-leggings?ref=hp_category_17/index.html)
\ Baby Tops](/content/collections/baby-bodysuits-and-tees?ref=hp_category_18/index.html)
\ Uniform Shop](/content/collections/kids-school-uniform?ref=hp_category_19/index.html)
\ Denim Shop](/content/collections/kids-jeans-denim?ref=hp_category_20/index.html)
\ Puffers](/content/collections/all-puffers-jackets?ref=hp_category_21/index.html)
\ Family Matching](/content/collections/family-matching?ref=hp_category_22/index.html)
\ Clearance](/content/collections/clearance-22?ref=hp_category_23/index.html)

Shop by Color

From brights to neutrals, click to find styles in your favorite colors.

The Favorite Color Capsules

Shop now

\ \ Kids tennis ball tee](/content/products/tennis-tee-light-clover?ref=hp_color_spotlight_0/index.html)
\ \ Kids rib tank](/content/products/rib-tank?&variant=43071261638715&color=pear&size=2&ref=hp_color_spotlight_1/index.html)
\ \ Kids pullover hoodie](/content/products/pullover-hoodie?&variant=42585736085563&color=pear&size=3&ref=hp_color_spotlight_2/index.html)
\ \ Baby heathered henley shortie](/content/products/the-henley-shortie?&variant=39281162518587&color=clover&size=0-3&ref=hp_color_spotlight_3/index.html)

The Green Capsule

With new tennis ball and snake icons, green is made for kids who love nature and getting outside.

Shop the collection

Colorful Basics, All Grown Up

Shop adult tees and sweats in just-right, stay-bright colors.

Shop now

More to Explore

\ \ Follow us on social! @primarydotcom →](https://www.instagram.com/primarydotcom)
\ \ What does it mean to be GOTS certified? →](/content/blogs/using-our-words/why-buy-gots-organic-kids-clothes?ref=hp_mte_2/index.html)
\ \ How we design gender-neutral clothing →](/content/blogs/using-our-words/gender-neutral-kids-clothes-explained?ref=hp_mte_1/index.html)
\ \ Learn more about our sustainability initiatives →](/content/blogs/using-our-words/primarys-sustainability-initiative?ref=hp_mte_4/index.html)

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 anything else in their closet.

Inclusivity

Styles for babies and kids, not boys and girls.

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