Primary

Primary, founded in 2015 by two moms, is on a mission to encourage every kid to be the truest version of themselves. They believe that getting dressed can be a powerful act of self-expression, so they make a rainbow of simple, slogan- free styles for babies and kids—not boys and girls—that are super soft, durable, and all free of itchy tags, bumpy seams, and other fussy details that get in the way of play.