“Once upon a time, we couldn’t find quality clothes at prices that made sense,” the creators of Primary write on the kid fashion label’s website. “So we made them. The end.”
It almost seems too good to be true, but after years of shopping for their own kids, moms and co-founders Christina Carbonell and Galyn Bernard really did make that story happen. Feeling dissatisfied with the high prices and limited options for most children’s clothing lines, they combined their years of commerce experience - including long-term stints with powerhouse Diapers.com — and Primary was born.
The line is built around basics; the company’s goal “isn’t to get our kids ready for the runway, it’s to get them out the door.” So the pieces are only available in solid colors, making them ideal to mix-and-match with other brands or wear as no-nonsense outfits on their own. There are 36 essential styles (“the baby hoodie,” “the legging,” and so on) and sizes up to girls’ and boys’ size 10. The co-founders hope to make their shop the most convenient, go-to spot for parents — and with all pieces priced under $25, they have a good shot of making that happen.
“[We want] a relentless focus on simplicity to build a new kind of relationship with parents,” the co-founders explained to Brit.co. That mindset is key not just for the brand’s clothing, but for the online shopping experience in general. You can look back on past purchases, filter them by gender and size as needed, change their sizes and re-order them with just a click. In other words, it’s a cinch to keep up with your growing child’s wardrobe.
“There wasn’t a go-to, but now there is,” the brand’s website concludes. There’s still plenty of room for creativity, but it’s high time we take the stress out of day-to-day fashion.