Finally! The Best Kids’ Basics

One of our all-time favorite places to find kids’ clothes is Primary. The brand was started by two moms who couldn’t find great basics at reasonable prices. They wanted a place where quality was high, prices were low, and the same beloved items would always be available, season after season. So, they created it for themselves…

Primary makes clothes for both babies and kids. Toby and Anton live in their kids’ tees, sweaters, and four-pocket chinos. We’ve found all of their pieces to be super soft and high quality, and they make getting dressed really easy.

The kids’ waterproof raincoat comes in six colors, and is available in sizes two through twelve.

How cute are the rainbow stripes?

Primary also lets you shop by color, which is great if your kids are into a favorite one or if you’re shopping for a specific occasion (like green kids’ clothes for St. Patrick’s Day).

Today, Primary is offering one lucky reader a $500 gift card. You’d be totally set! To enter, please visit Primary’s online shop and tell us which piece you’d be most excited to order. A winner will be chosen tomorrow at random. Good luck. xoxo Update: The winner has been chosen. Thanks for playing!

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Samantha G

March 11, 2019 6:11 pm

I’m a bit late to this game! But I won’t know if I don’t try, right? Anybody have suggestions for a clothing company like this for adults? I WISH I COULD DRESS LIKE THIS! I could probably fit in one or two items but they’d be short… thank you and best blessings to this whole community

Katy

February 28, 2019 8:25 pm

The reversible sundress got my 4 yr old!

Tricia

February 28, 2019 4:51 pm

Such a bummer that they don’t ship to Canada! (As is often the case with many, many retailers… boo.)

Kat Wicklund

February 28, 2019 2:00 pm

I’ve had the long sleeve baby dress in my cart for a week!

Thao

February 28, 2019 9:33 am

Honestly, I just can’t wait to fill my little one’s wardrobe with basic long-sleeved shirts. She’s into picking her own dresses these days and winter is lonnnnng, so we need some layers here. We actually just ordered three shirts for her from Primary – but summer is coming eventually, so we have to fill that closet a little more ;)

Monica

February 28, 2019 6:49 am

Wonderful post! I’m in my 2nd trimester now and have been looking to buy some basic zip rompers and Primary has wonderful colors that aren’t blue and pink!!! Thank you for the post!!!

Jennifer

February 28, 2019 2:41 am

My daughter would absolutely love the rainbow striped dress <3

Justine

February 27, 2019 11:10 pm

I’d love to try the new raincoats! Maybe a different color for each of my four kids!

Kristi M

February 27, 2019 5:52 pm

The baby girl dresses & swimwear! Our girl’s first summer.

Lisbeth Carreno

February 27, 2019 3:45 pm

What a happy sweet collection! With our little girl due in April I’m loving all the baby zip up footies, especially in the slate blue.

Kate Pritchard

February 27, 2019 2:01 pm

love this concept!

sara

February 27, 2019 1:06 pm

Love Primary! My little guy is super into bright colors, and a lot of “boys” clothes elsewhere don’t support that. Into all things purple and rainbow on the site.

Courtney

February 27, 2019 11:44 am

Primary is our favorite! My 3 year old son loves his rainbow stripe pajamas!

Hadley

February 27, 2019 11:25 am

Lulu needs a new swimsuit so we would be all over the one-piece rash guard. I’ve also been looking for an ACTUALLY water proof rain coat for ages.

Mike

February 27, 2019 11:12 am

Somehow you must have been reading my mind. I remember reading about Primary here a few months ago and couldn’t remember the name of the store for the life of me and was planning, today, to email you asking for the name. Lo and behold…

Scarlett

February 27, 2019 10:24 am

I went a little crazy when I saw those adorable striped footie rompers! I would love a few of those for my almost 2-month-old little boy. The yellow color in particular is just too cute . There’s something about a footed onesie thatjust looks so comfy and cozy!

Christina

February 27, 2019 9:26 am

The rain jacket in Tomato is adorable! We have a few pieces from Primary and they have worn so well on our girls.

J. Sand.

February 27, 2019 8:25 am

We LOVE primary in our family! I would totally love to add that raincoat to our collection!

Joy Birgé

February 27, 2019 8:04 am

Haha ? I went to the site and proceeded to order way too much stuff, but I’m most excited to get the sweet little striped rompers. I got a blue and a yellow for my soon to arrive summer baby.

Heather Sabharwal

February 27, 2019 7:39 am

Anything in primary green – the raincoat is so classic. I’m doing all I can with my boys to keep simple, undistracting colors going since I see my nephews wearing all the sports brands once they hit age 9/10!

Laurie

February 27, 2019 3:38 am

Pjs for 3 sisters

Page

February 27, 2019 1:02 am

PJ’s—we go through them!

kk fischer

February 26, 2019 11:47 pm

the long sleeve dress in pink for both my little girls

tiff

February 26, 2019 11:02 pm

I have been eyeing their swimsuits–I love how simple they are! And the jammies look super comfy!

Seana

February 26, 2019 10:45 pm

Definitely the raincoat, in yellow of course. :)

Kristin

February 26, 2019 10:11 pm

The Rainbow jumper!

laura

February 26, 2019 9:58 pm

the baby dress!

Agapi

February 26, 2019 9:54 pm

My kid would love the blue raincoat!

Angie

February 26, 2019 9:38 pm

I always fall for a polo dress! My girls would look adorable in matching ones!

Chelsey Cox

February 26, 2019 8:41 pm

Just moved to Florida and got rid of our cold weather clothes :) so I’d buy sun hat and tanks for our sunshine state toddler!

Anne

February 26, 2019 7:51 pm

The adorable rash guard and more PJs (this baby is growing quickly!) ???

Nicki

February 26, 2019 7:34 pm

I love the little raincoat!

Joanne

February 26, 2019 7:26 pm

I have a 6 month old who is the size of a kindergartner (I kid, but only just)! I am MOST excited to buy the baby zip up hoodie so everyone can tell me what I already know – how cute (and cool!) my child is.

Emma

February 26, 2019 7:24 pm

I love the raincoat!!

Lauren

February 26, 2019 7:20 pm

rainbow stripes!

Kelsi

February 26, 2019 5:25 pm

We LOVE primary.com. Now that we live in a district with a strict school dress code, their pieces are a great alternative to Walmart etc. I also love the gender neutral aspect. Favorite is the zip up hoodie with the color contrast tab on the zipper!

Grace L

February 26, 2019 5:16 pm

Anything yellow, which is my toddler’s favorite color of all time! Yellow PJs, socks, sweaters, hoodies! All the color of the sun :)

Mer

February 26, 2019 5:16 pm

Long sleeve baby dress:)

Althea Andrew

February 26, 2019 5:16 pm

I would love to buy the different color dresses. I have three daughters and would love for them to be part of the rainbow.

Heidi

February 26, 2019 5:13 pm

All the things, in black for my 4 year old daughters favorite color and pink for her sister!!

Joanna Tsay

February 26, 2019 5:08 pm

The baby zip footies!

Phoebe

February 26, 2019 5:06 pm

I’ve been eyeing the baby dress for my 9-month-old for spring!

Tanya

February 26, 2019 5:02 pm

Rainbow socks!

laura

February 26, 2019 5:01 pm

the raincoat in tomato color!

Sarah

February 26, 2019 5:00 pm

Baby zip rompers, definitely. Gotta enjoy it while they are still little enough!

Tracy

February 26, 2019 5:00 pm

I would love to buy a yellow rain coat for my son. Mostly because I love the way he says “yell-low”.

Emily

February 26, 2019 4:59 pm

My son Loves hats -but he’s specific towards the style. And he’s only 18 months, so we may have a fasionista on our hands! I THINK he’d like the Cozy Hat!

Amanda

February 26, 2019 4:57 pm

I’d go for the 3-pack of babysuits!

Adley

February 26, 2019 4:52 pm

Baby zip romper! <3 <3

Erin

February 26, 2019 4:41 pm

For sure, the rainbow heart pjs! Too bad they don’t come in adult sizes as well (although it wouldn’t be nearly as adorable).

Sarah

February 26, 2019 4:41 pm

Hoodies and dresses for my daughters and nieces! So soft and great colors!

Heidi

February 26, 2019 4:36 pm

The raincoat and rainboots are too cute for sure!!

Ruby

February 26, 2019 4:36 pm

I’m expecting my first baby in a few months. I always envisioned myself as a girl mom, but turns out I’m having a boy! I’m sure we will have lots to learn and love from each other, but I admit to some regret around not being able shop for sweet little girl dresses (although that choice is ultimately up to him). Primary’s baby broken twill pull on shorts put a huge smile on my face. The details like the pockets and drawstring are too precious! And these short would allow my little one to twin it up with his dad who only wears khaki shorts in the summer!

Laura

February 26, 2019 4:34 pm

I’m expecting my first in June, and imagining my baby in those zip footies or the cozy hoodies is too cute!

sarah

February 26, 2019 4:34 pm

omg, I would love to purchase the raincoat for my ten year old kiddo! so cute and timeless!

Cynthia

February 26, 2019 4:28 pm

All the red things for my red-loving boy! He is always so disappointed that red clothing is only available around Valentines Day and July 4th.

Stephanie Sutherland

February 26, 2019 4:27 pm

LOVE the rainbow heart PJs!

Hanna

February 26, 2019 4:25 pm

The broken twill pull on pants — in multiple colors. And the long sleeve tunic — in multiple colors. And the zipped hoodie — in multiple colors. The ones we have now are in heavy rotation!

Julienne

February 26, 2019 4:23 pm

The raincoat, for my son!

Jenny

February 26, 2019 4:22 pm

My daughter would live in the short sleeved dress all summer!

Jen

February 26, 2019 4:20 pm

Everything for both kids since we barely get one season out of all their clothing :(

Jess

February 26, 2019 4:20 pm

Oh adore the four pocket chinos for my boys!

Irati

February 26, 2019 4:11 pm

Love the concept!
I think the raincoat looks lovely, classic yet modern.

Robin

February 26, 2019 4:10 pm

Ahhh! I need the bloomer shorts! I’ve been wondering where I could get solid basic bloomers (most in stores are part of an outfit set). Yay! Also love the baby dress.

Jillian

February 26, 2019 4:06 pm

We ❤️ Primary! I think the jammies are my boys’ favorite. Primary comes in handy at Halloween time too. As for what I am most excited to order – it would be the long sleeve tunic…for myself. Seriously, it’s so cute! WHen is Primary gonna have adult sizes??

Madelaine

February 26, 2019 4:04 pm

I would order the rainbow stripe dress for my daughter! So cute!

Shira

February 26, 2019 4:02 pm

The reversible sundress! Two dresses in one!

Karen

February 26, 2019 3:59 pm

Oh! Ithink the question is what wouldn’t I want? All the baseball tees in all the colors please. And I love that they have polo shirts in the color my son needs for school. But the grass raincoat is the clear winner for our family right now. Our 6 year old doesn’t have a raincoat, we’re been making due with whatever jacket fits.

Shanna

February 26, 2019 3:54 pm

The rainbow dress!

Kari Blakley

February 26, 2019 3:49 pm

Stripe zip footie jammies.

Footie jammies, errday!

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