It’s Not Basic,
It’s Primary
Our clothing combines simple, mix-and-match designs with soft, sustainable fabrics made to hand down—so kids can get dressed, feel comfortable, and live their true colors.
Our Story
Years ago, we were shopping for our own kids and kept running into the same rules: pink for girls, blue for boys, slogans telling them who they are and how to be.
So we threw out that rulebook and created our own.
– Galyn & Christina
Co-founders
What We Believe
The Primary Playbook
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Simplicity
Colors for all, labels for none. You won’t find logos or slogans—just a rainbow of colors and prints that mix-and-match.
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Quality
Our products are tested to be truly hand-me-downable, holding up to every wash, wear, and little sibling who comes next.
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Inclusivity
Shop for babies and kids, not boys and girls—because we believe every color and style is for every kid.
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Wearability
We craft our clothes with soft fabrics, flat seams, and more sensory-friendly details so kids can be comfortable, inside and out.
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Sustainability
From our organic styles to our use of PVC-free packaging, we’re eco-friendly from fabric to front door.
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Humanity
Real people—we call them our WOW team!—are here to help and answer your call, email, or chat.
