primary
American kids' clothing brand known for its colorful, gender-neutral basics and logo-free, sensory-friendly designs.
ORIGIN
United States
PRICE TIER
affordable
Founded in 2015 by former Diapers.com executives Galyn Bernard and Christina Carbonell, Primary was born from a frustration with the heavily gendered, slogan-heavy children’s wear market. Based in New York City, the brand rewrote the rules of kids' clothing by eliminating traditional "boys" and "girls" sections in favor of a gender-neutral, color-driven approach. Primary focuses on vibrant, logo-free basics designed to let children's personalities take center stage.
Featured Items
Cotton Mittens (Little Kid/Big Kid)
$20.65
Stretch Chino Drawstring Pants (Toddler/Little Kid/Big Kid)
$31.00
Reversible Fleece Puffer Jacket (Toddler/Little Kid/Big Kid)
$61.50
Fleece-Lined Rainbow Stripe Mittens (Little Kid/Big Kid)
$24.15
Athletic Socks 7-Pack (Toddler/Little Kid/Big Kid)
$38.15
Coziest Fleece-Lined Leggings (Toddler/Little Kid/Big Kid)
$20.65
Bikini 7-Pack Stripe (Toddler/Little Kid/Big Kid)
$48.50
Boxers 7-Pack (Toddler/Little Kid/Big Kid)
$48.50
Cotton Mittens (Little Kid/Big Kid)
$20.65
Stretch Chino Drawstring Pants (Toddler/Little Kid/Big Kid)
$31.00
Reversible Fleece Puffer Jacket (Toddler/Little Kid/Big Kid)
$61.50
Fleece-Lined Rainbow Stripe Mittens (Little Kid/Big Kid)
$24.15
Athletic Socks 7-Pack (Toddler/Little Kid/Big Kid)
$38.15
Coziest Fleece-Lined Leggings (Toddler/Little Kid/Big Kid)
$20.65
Bikini 7-Pack Stripe (Toddler/Little Kid/Big Kid)
$48.50
Boxers 7-Pack (Toddler/Little Kid/Big Kid)
$48.50