Primary offers sustainable, soft, gender neutral clothing for the whole family.

Years ago, when we were shopping for our own kids’ clothing, we found a lot of things that didn’t make sense:

Pink for girls, blue for boys. Quality only if you spend a fortune. And slogans on everything, telling kids who they are, and what they should be.

So we built a brand that rewrote the rules:

Every color for every kid. With no labels and no slogans. Super soft and sustainable fabrics, for clothes that all play together. And all backed by the kind of customer service you thought didn’t exist.



Christina Carbonell

Galyn Bernard

Primary

pajamas

cardigan 

swim

Basics

Clothing

Pet Accessories

Baby & Kids

Pets

More cold weather options would be nice, and underwear for smaller sizes.

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.

Fun, soft clothing for children in such a gorgeous array of colors. Children should have bright, crazy colors to dress in and express their wonderful, little personalities. I just wish there were more adult options since who can't use a burst of color in their wardrobe? 

I love primary. Like really love. We have a ton of their clothing for both of our children (m age 3.5 f age 1). Especially a fan of their outerwear and reusable swim diapers. 

I have one issue but I haven’t seen anyone else mention it. I find the clothing stains or at least holds on to stains more than anything else my kids wear. I don’t really understand it but it’s super frustrating. I’ve learned that if anything gets on them I have to immediately spot treat it or it won’t come out. Not the easiest thing to do with two young kids. 

I like primary! They are always having sales, good quality, affordable. They are also pretty gender neutral which I like. The colors can sometimes be too much for me but they have a wide variety. Best baby swim diapers.

Wish there were some more neutral options 

Well made basics for kids! Love the rainbow of colors, and the quality is excellent.

Sizing should be spelled out more on their website.

AMAZING kid clothing that is gender neutral and fun. It's so easy to be bombarded with pink clothing when I had my daughter. Hey, I know I am a big fan of the neutral beige aesthetic but in reality, kids should have bright, bold colors too. I love Primary's mission!

I'd love a few more designs especially for girls, but that's just me being greedy. 

The best swim and pjs out there! The leggings and onesies are also great - stretchy, soft cotton. The puffer vest in the picture is Primary and it's very warm and light weight.  Plus the sale prices are great. TBH I haven't bought a product that I've been disappointed with. 

I wish they had more options for adults. 

Ordered stuff for my kids and my husband. The quality for the price is unbeatable. The colors are great and the fit isn't bulky or boxy. I'm planning on ordering more! And, they have great sales. I even had to make a return and the process was simple and quick. 

Great quality basics for all children! My son loves his shirts and swim suit from Primary, the swimsuit material in particular has held up so well and shows no visible signs of wear. Highly recommended and reasonably priced 

About Primary