See why our swim made The Strategist list

1:00 AM (Today)•primary

Hi there,

Our swim is making waves in the news!

New York Magazine's The Strategist just rounded up the kids' swimwear worth buying, and Primary styles made the list.

The best part? It's all 30% off right now in our Up to 60% Off Big Summer Sale, with prices starting at just $10.

Here's what the editors had to say:

Full-Zip Rash Guard
"I plan to buy one of the brand's full-zip rash guards…as a layer to wear over a tankini or one-piece…when the sun is particularly strong or to prevent chafing from a life vest."

Tank & Shortie Set
"There are so many not-super-boring-ly gender-normative options…sets and separates that are unisex and designed for kids who'd like to wear something that's neither board shorts nor bikinis."

Long Sleeve One-Piece Rash Guard
"Ideal for colder water as they hold in heat better—perfect for the lake or an outdoor pool. The covered zipper means no irritation under little chins.”

The Baby One-Piece Rash Guard
"Even before I could put sunscreen on him, I loved zipping him up…I felt safe that nearly all parts of his skin were protected. It was affordable, very durable, and is now living its best life as a third-generation hand-me-down."

Every piece comes with UPF 50+ protection, so kids can focus on having fun (and you've got one less thing to worry about!).

Enjoy the sunshine,
Team Primary

Sale events are limited-time only, while supplies last. Sale prices as marked and subject to change. Promotions and discounts may not be used for the purchase of digital gift cards. Primary reserves the right to modify or cancel promotions at any time.

 ©Primary Kids Inc. 2026
530 7th Ave. Suite 1902 New York, NY 10018
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