Affordable kid's basics? Primary makes reasonably priced essential clothes for babies and kids.
The most comfortable, affordable kid clothing. Love the organic options too!
I have purchased capri leggings and zip-up hoodies for my kids from Primary over the past few years. The clothing is soft and holds up well, the prices are reasonable, and I like the colors. Customer service was very responsive as well.
I wish they carried more clothing for kids in the 12-14 year old range.
As a new parent who is generally horrified by the over-commercialization and visual noise being thrown at our children I was so so happy to see Primary's mission. I'm also a person who would wear a plain black t-shirt every day of my life (hello designer living in New York), so it is wonderful to see a brand zagging when everyone else is zigging. It also seems like a company that is run by equally wonderful humans.
I am a bit disappointed to see a growing number of patterns and designs, I know it's hard to refrain from it but the original lineup of very simple basics made it stand out so much more.
I love the simple primary colors, the gender openness and the practicality of the children's clothes. I also love the nice quality material, the practical pockets, and the price point. It feels ridiculous to spend a lot of money on something children will grow out of in less than 6 months. With Primary you get fun, classic basics, for any gender child at a good price. And if your child likes the shirt, you can get another just like it in a larger size.
More cold weather options would be nice, and underwear for smaller sizes.