Primary believes that simplicity is beautiful and inspires creativity. That clothes made for kids should be fit for kids, always comfy and never fussy. That words and actions are far more expressive than any slogan or cartoon character. That blue isn’t for boys and pink for girls. That everyone deserves to feel happy and confident in their clothes. That kids shouldn’t be judged by what they’re wearing or not wearing. Because it’s what’s inside that counts. That simple, colorful clothing lets kids shine.
