The Best Kids’ Swimwear (Plus a Huge Sale)

For years now, I’ve been telling everyone about Primary…

…the brand started by two moms in search of reasonably priced, high quality basics. The boys truly live in their pieces, and we love them so much. Toby has even started passing down sweaters and shorts to Anton, and they hold up for years of constant wear.

For summer, their new sustainable swimwear is the best around. Every piece is made from recycled materials. Like all of their clothes, everything is hand-me-down quality, and designed with comfort in mind. They’re the kind of pieces that kids feel good in and love to wear.

Their adorable designs are timeless — great colors, in bold solids and classic patterns like dots and stripes. (They even make these, for adults!) Everything is mix and match, for lots of options. Last but definitely not least, all of their swimwear offers UPF 50 protection.

Here’s some of their cute swimwear, for babies and kids:

Short Sleeve Rash Guard

Great news: Right now, Primary is having a big sale, and ALL swim is 50% off! It’s a great time to stock up for the beach or pool (or just splashing around in the yard). Sale ends May 25th.

(Photos by Nicki Sebastian for Cup of Jo. This post is sponsored by Primary, a brand our family uses and loves. Thank you for supporting the brands that help keep Cup of Jo running.)

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Clara

March 26, 2023 9:52 am

My little brother and I absolutly love all primary clothes! Im 13 and love the size 14 full length and capri leggings and sweatshirt. My brother is 10 and loves the size 8/9 Briefs, Swimtrunks, fleece jacket and hoodie. The sizing is great and mostly true to size and the colors and quality are great and so vibrant! Would reccomend 100+ percant.

Allie

May 21, 2020 8:59 am

I love Primary! Just ordered summer staples for my toddler including the rainbow striped bathing suit. Quality clothes for littles can be hard to find and this is it!

Ashley

May 20, 2020 12:18 am

We love the primary! I have three kids under the age of 6 and they destroy clothes but not primary. I can’t believe how nice they still look after wearing them for a full season. I will sell them on Kidizen afterwards and make good money because they look new! My daughter’s school has a uniform and I buy her navy dresses from there. There is a huge difference between the dresses that I buy there and the ones from other sites even the “nice” stores. Even after a full year of school they look close to new! Fan for life. Just stocked up on summer pjs!

Rachel

May 19, 2020 8:45 pm

Joanna and team, can you explain whether you get some credit when we click through to the Primary site and then buy anything (I hope so!) or if we have to buy something on the specific pages that you link to? Because I see that the link changes from one that references COJ (in the link address) to just a generic Primary web address when I start clicking around. I want to be sure what I’m buying is benefitting you! We love Primary, thank you for introducing us!

Joanna Goddard

Admin

Reply to Rachel

May 19, 2020 9:55 pm

You are the sweetest to ask! All links are good! Xoxo

Cheryl

May 19, 2020 7:04 pm

This brand has been a life saver for my son that will not and does not wear anything with a graphic or logo. He basically lives in Primary. He’s branched out to their stripes and little sis loves their dresses and cardigans.

Sharon

May 19, 2020 6:59 pm

Has anyone made / found an adult version of Primary yet?? Keep me posted!!

Brooke

May 19, 2020 4:03 pm

Their products are so cute. And I love that it is sustainable and a woman owned business. Can’t get any better than that. May have to get the rainbow one piece for my daughter. Too cute.

Jessica

May 19, 2020 1:22 pm

Ughhhh, I WISH they shipped to Canada. They’re stuff is so lovely.

Chloe

Reply to Jessica

May 19, 2020 1:44 pm

Yes also sad that they don’t ship internationally :(

Ramya

May 19, 2020 1:20 pm

I love Primary too, and learned about it here on CoJ (thank you!). However, there is no pair of pants or jeans on this earth that my 6-yo son hasn’t gotten a hole into the knees of. Does anyone know of pants/jeans that can withstand this challenge? I’ve tried denim, sweats, nylon, everything. Help!

Kellyn

Reply to Ramya

May 19, 2020 2:20 pm

What about repairing with the sashiko method? I do it to all of my daughter’s pants that come to her as hand-me-downs and usually already have holes or the holes are just about to appear. I think it looks pretty cute, and it makes for some really tough knees!

Bonus – it’s pretty soothing to make the stitches for the repair. It’s a pretty soothing evening activity.

Lauren

Reply to Ramya

May 19, 2020 10:57 pm

For adults there’s cotton rip stop material used in work pants that works great- I see old navy has cotton rip stop pants for kids, but I dont know if it’s the same stuff used by wrangler, carhartt, etc for adults

Sara

Reply to Ramya

May 20, 2020 11:58 am

This might sound wild, but perhaps take a look at Patagonia – my husband climbed a volcano full of super sharp rocks and his Patagonia pants were the only one’s that survived without a single scratch. Also, they’re an incredibly responsible company.

Shauna

May 19, 2020 11:26 am

I have two kids that have completely different body types from me. I try to be very body positive but it is hard when there are only a few companies that even sell their size!!! Seriously there are no small companies that sell plus size kids! They are not obese, they just aren’t skinny. Old Navy does a great job of having plus size options but they are lone in the wilderness. Would love a post on this!

Hannah

Reply to Shauna

May 19, 2020 2:55 pm

My kid is definitely plus size, with a big belly and chunky thighs. He has been wearing Primary clothes almost exclusively. (He also has eczema so soft cotton is a big priority for us.) We have bought dozens of their pajama pants in plain black, dark gray, and navy and he wears them as his every day pants at home and to school. They have flexible waists, good construction, and look like sweatpants without the sweat factor. I would highly recommend them.

Ashley J Carey

Reply to Shauna

May 19, 2020 8:44 pm

This post stopped me in my tracks. I’m just commenting to bring more attention to your comment. Good on old navy for having inclusive sizing, but this should definitely be more widespread. Anyways, I wish I had a suggestion, but this seems like something that needs to be shouted from the rooftops. Idk I’m having a really emotional reaction to your comment.

Kisha

Reply to Shauna

May 20, 2020 11:06 am

I think Lands End also has a wider range of sizes for kids.

Sarah Beth

May 19, 2020 8:12 am

We love primary! I have a 4yo daughter and a 1yo son. My daughter uses their solid color dresses for all kinds of make believe– a purple top and green leggings make her a mermaid, a light blue dress is Abby Kadabby from Sesame Street. I keep having to buy more colors! And for my son, I found it really frustrating that all boy baby clothes made them look like a professional basketball player or tiny accountant. I just want bright, simple clothes for him in more colors than navy blue, grey, and olive green. He wears a primary top with overalls almost every day, and looks so happy and cheerful. These are our favorites, and even not on sale they’re worth the price.

Mina

May 19, 2020 7:34 am

Love all these styles – and the prices!!! Such a bummer that they don’t ship internationally!

Rose Terrace

May 19, 2020 6:45 am

If they made boys’ swim trunks in rainbow ivory I’d buy some in every size for my twins. It’s a little disappointing to see it only in “girl” items. My boys don’t care for the darker rainbow in the trunk print. Bummer.

Reply to Rose Terrace

May 19, 2020 1:08 pm

The beauty of Primary Clothes is that they are gender neutral – all kids can wear all of their clothes! So hard to find these days. Hope your boys enjoy the rainbow trunks!

Em Morrice

May 19, 2020 5:20 am

Urghhhh I just spent, like, 40 minutes merrily adding items to my cart only to discover that they don’t ship to Canada ?. Looks like such a wonderful shop, too!

Courtenay

Reply to Em Morrice

May 19, 2020 10:08 am

Me too! Wish they shipped to Canada!

Valerie

May 19, 2020 2:44 am

Hi CoJ-Team,
international reader from Germany here :)
Would it be possible to note in your articles whether the companies offer international shipping? I love the brands that you feature & get excited about shopping with them, only to sometimes find out after searching on their sites that they don’t offer international shipping… I can’t be the only one having this experience?
Thank you so much for considering it! x

nadine

May 18, 2020 11:18 pm

Love the colors! The company seems great. I wonder if you could get an interview with the founders, maybe a week of outfits? I would be curious to see what they pick for themselves :)

Madeleine

May 18, 2020 9:15 pm

Yes but will beaches and pools be open this summer?

Katie

May 18, 2020 7:56 pm

Yes!! Huge fan for years – my son loves purple and it was a godsend. And with their basic assortment I can easily match up with little bro. Their sport wicking fabric is fantastic – we live in humid heat and I’ve decided the boys will sleep in those muscle tanks all summer. Frankly I recommend everything – their socks are also wonderful.

ale norris

May 18, 2020 7:09 pm

wow, this sale is legit!! $10 for boys’ swim trunks? yes, please!

Anne Obermiller

May 18, 2020 6:44 pm

The clothes are nice quality, but run extremely small.

Kelsey

May 18, 2020 6:34 pm

Got the rainbow polka dot rash guard snd swim bottoms for my baby girl. Can’t wait to see her in them.

Allison

May 18, 2020 5:46 pm

Every time you post about them I check their FAQ… still no shipping to Canada. Boo.

Morgan

Reply to Allison

May 19, 2020 8:18 am

I just did that to! So sad!

May 18, 2020 5:39 pm

These are SO CUTE!!

Megan

May 18, 2020 5:07 pm

I don’t have kids (yet – hopefully!) but I already know that 50% of their wardrobes will be from Primary. Loveeeeee!

Elizabeth

May 18, 2020 5:07 pm

I buy their pants, shirts, sweaters, and sweatshirts for my 7 year-old son and have been very pleased with how they last. He loves them, and we both like how on their website you can shop by color!

Katie Weltner

May 18, 2020 4:48 pm

Thanks for sharing about the sale! I’ve been eyeing their babysuits for my lil babe due in September and was waiting to pull the trigger :) A good 50% off sale made it happen!! These will be among the very first items in my baby’s dresser and I can’t wait for all of the rainbow goodness.

Anna

May 18, 2020 4:46 pm

Perfect timing – thank you. Girls rainbow dot suits are adorable.

Hannah

May 18, 2020 4:43 pm

Love all of these – I tried to buy my daughter a swimsuit last year and found it sooo hard to find something that wasn’t either a two piece / frills / spaghetti straps OR a really adult, boring colour one piece. These look great.

May 18, 2020 4:11 pm

That’s it, I’m finally buying some Primary. It’s just too cute to pass by this time! I just got the green swim shorts, the raglan long sleeve swim top in green and blue and a yellow sun hat for 22 bucks! xo!

Joanna Goddard

Reply to J

May 18, 2020 6:43 pm

You’ll love them!

Gillian

May 18, 2020 4:04 pm

We LOVE our primary items including swimwear. Their jeans are great too and unisex.

celeste

May 18, 2020 3:17 pm

I’ve bought some pieces for my son and have been really happy. Case in point: a unisex hot pink hoodie he can wear on pink out day at school without feeling insecure. Unfortunately I’d love some teen sizes for girls ;)

Jill

May 18, 2020 3:17 pm

Oh so sweeeeet. Mine are adults.
I want my toddlers back!

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