Primary
Primary is a United States-based modern apparel retailer that sells children's Clothing. Primary re-wrote the rules for kids clothing by offering every style in every color for every kid, regardless of their gender. They intend to simplify children's apparel by not adding any logos or slogans to their garments, offering affordable, high-quality basics.
In the wild
Campaign & product imagery, pulled straight from the source. Drag to explore →
The story
Primary makes simple, mix-and-match clothing for kids using soft, sustainable fabrics designed to be handed down. The brand avoids gendered marketing, offering colors and styles for all children without logos or slogans.
Primary is for parents shopping for babies and kids who want gender-neutral, durable clothing.
The DTCetc bottomline
What customers say
- Free standard shipping on U.S. orders $75+
- Products tested to withstand multiple washes and hand-me-downs
- No gendered labels or logos on clothing
- Free exchanges within 90 days on U.S. orders
- Same-day shipping for orders placed M-F before 1pm ET
Popular products
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10 Primary shipping policy
Free shipping over $75
Standard U.S. shipping is free on orders $75+ or $9.50 flat rate, with 4-7 day delivery. Express ($15), 2-Day ($25), and Overnight ($30) options are also available.
Primary return policy
90-day return window
U.S. exchanges are free within 90 days; returns have a $5 fee per order and require items to be unworn and unwashed. International orders have a $15 CAD return fee and are not eligible for exchanges.
