Whether you’ve experienced it as a new mom,older sibling or beloved bestie to a mom, it can be hard to find reliable children’s clothing brands. Either the clothes are awesome quality and just meh in the style department, or they’re a good price and cute, but fall apart after a few weeks. These are some of the problems Christina Carbonell and Galyn Bernard set out to solve when they launched Primary. “We just wanted to be able to shop for basic kids’ clothes the way we used to shop for diapers – where it is incredibly easy to find the stuff you like and buy more of it in bigger sizes whenever you need to.”


Thus, Primary was born. Built on Christina and Galyn’s passion for “simplicity, color and a touch of magic,” the line features basics in 20 brilliant colors and a range of children’s sizes.


And it gets better. All items are priced — wait for it — below $25. Yes, $25. Meaning, you no longer have to shell out $60 one time for a cute top your child will wear once. Now, you can browse a line of beautiful basics that will, as the Primary founders put it, “… go with everything else [your kids] might grab – whether it’s another couple Primary items or that upsetting glitter unicorn that they insist on wearing every day… .” You can then buy that item for every stage of your child’s life, from a baby’s 0 to a child’s 10.


We’re loving the pared-down aesthetic, which comes across in everything from Primary’s labels to its unique themed sizing system. “We are really trying to reimagine every aspect of what it means to be a kids’ clothing company. And we want to use that along with a relentless focus on simplicity to build a new kind of relationship with parents.”


Of course we had to ask these kids’-clothing gurus their tips for dressing our little humans. “Let the kids be kids. We know all about the morning wars over what they’re going to wear that day. They want to choose and express themselves, and as parents we want to be able to let them.” We think Primary would be a pretty good place to start.

Which piece do you think your little one would love to live in? Share in the comments below.