Children’s clothes used to fall into one of two categories: cheap junk emblazoned with trite phrases proclaiming a love of baseball or unicorns or daddy, or fancy togs that generally required the services of a dry cleaner. Inexplicably, there wasn’t much of a middle ground. And then came Primary, a brand founded by two Diapers.com veterans and moms who couldn’t find quality kids’ basics. Primary’s clothes have struck that necessary yet elusive balance: its hoodies, pajamas, onesies, and leggings are ridiculously well made but still affordable, can be worn by either gender, and are trend-proof.
The colors all go together, as do the styles. Even better: The key pieces stay in rotation, so you don’t need to buy 73 pairs of the same sweats in different sizes because you suspect that in three months, the company will retire that style. The clothes are tag-less, which isn’t something you think about until your kid decides to start thrashing when their skin comes into contact with one. The colors are vibrant without being twee. And the stuff lasts for years, or at least longer than your kid will fit in them. The quality is that good.
A perfect T-shirt that looks beautifully worn in and looks perfect on either gender. The slub cotton is crazy-soft, and the colors suit everyone.
This vibrant, summery one-piece provides UPF 50 sun protection and has colors that never fade, no matter how much you wash it.
This basic tee has a little extra length, making it the perfect top for just about any pair of leggings. It's 100 percent cotton, meaning it will keep kids cool and comfortable, and comes in 10 colors.
This unisex hoodie is like a brand-new version of that old sweatshirt that's the perfect level of soft and faded. It's made of lightweight terry cloth, perfect for those uncertain fall and spring days that call for a light layer, and the 'I belong to' tag inside will help keep it from getting lost.
This cozy, leggings-friendly sweatshirt is OEKO-Tex certified, meaning it's free of 300 of the most commonly irritating chemicals. It's unisex and comes in nine colors.
Joggers are sloppy sweatpants' put-together cousin, and these faded pastel ones are too cute to pass up. Sizes 2 to 5 have reinforced knees, so they're made to endure more than a few trips to the playground.
These are the soft, cozy, go-with-everything shorts kids can turn to on extra difficult mornings when there's nothing to wear. They're 95 percent cotton with a bit of spandex for stretch, making them perfect for gym class and naptime alike.
This adorable rash guard provides UPF 50 sun protection and that OEKO-Tex certification that ensures irritant-free fabric. It's the rare swimsuit that can be passed down from sister to brother and vice versa.
These adorable swim shorts are made with recycled materials and irritant-free fabric that provides UPF 50 sun protection. But the best part about them is the full coverage, which is more comfortable and practical for girls than the styles that dominate the market.
The zip closure of this 100 percent cotton pajama set will make midnight diaper changes way more bearable. Sizes 9-12 months through 5 come with non-skid soles to prevent slipping.
Meet the men's romper's smaller and cuter counterpart: the shortie. Its hundreds of reviews confirm that this piece is not only cute on babies but still functional for toddlers learning to crawl and walk.
These neutral mix-and-match onesies are perfect for days that require multiple outfit changes. They're 100 percent cotton and have OEKO-Tex certification, perfect for sensitive baby skin.
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