At some point in the past decade, well-made, simple kids’ clothing became a seriously endangered species. As soon as you think you’ve landed on a perfectly nice blue shirt, you discover it’s covered in bubble letters, or leprechauns, or Phineas and Ferb. Dresses seem styled either for a baby doll or a Pussycat Doll. Even khakis are complicated, with buttons that stymie even nimble-fingered grown-ups. And just about everything—just ask my oldest son—is scratchy.
That’s why I’m grateful for the launch, today, of Primary, a new, totally original, basics-based clothing line that combines practicality, cuteness, comfort, and value. The company is offering 32 “essential” pieces in soft, long-wearing materials and delicious colors, from pool to petal to sunshine, all online. Everything is under $25. And when you enter the coupon code HHK at checkout anytime between now and May 15, you get free shipping on that order and all others—no minimum—for a whole year.
Full disclosure: Co-founder and CEO Galyn Bernard was my college roommate and is a dear friend of mine. Does that make me biased? Yes, but for the best of reasons: Galyn is just about the smartest, savviest, hardest-working and fun mom I know. If anyone is going to reform the overpriced-cheetah-print landscape that is kids’ clothing today, it’s her and her equally accomplished partner, Christina Carbonell, with whom Galyn worked in brand development at Quidsi (which owns and operates Diapers.com, YoYo.com and others). I asked Galyn a few questions to get a better sense of what’s in store for Primary.
Q: Why Primary?
A: After more than a dozen years shopping for clothes for our own kids, Christina and I still didn’t have a go-to for the stuff our kids wear every day. Everything in the market just seemed more expensive and harder to shop for than it should be. I think we were especially sensitive to it because we spent so much time at Diapers.com figuring out how to get busy parents their diapers and formula as quickly as possible. And 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 kind you like and buy more of them in bigger sizes whenever you need to. No other kids clothing brand is focused on this kind of easy experience. Through an online only sales model and a direct supply chain, Primary will offer quality, essential clothing for kids (newborn to 10 years), all priced under $25.
Boys’ polo, $16
Q. What were the very first Primary items you wanted to design for your own kids?
A. Sundress, girls’ shorts, and a polo were at the top of the list. Our girls wear a sundress everyday when it’s warm, and we wanted a well-priced classic version that was easy for school, playing, or going out to dinner. Plus, ours is reversible! Our kids refused to wear shorts that weren’t gym shorts because stiff fabrics and fussy closures, so we rethought a “nice short” that is comfortable and easy to wear. Finally, a nice, relaxed modern jersey polo for boys and girls was a must.
The dress, $16
Q. What are 1-2 must-have items for spring?
We really curated the assortment so that everything is a must-have, but if you have to choose, go for the boys’ jersey polo (soft, easy version of the classic in a ton of colors); boys’ gym short (slightly slimmer cut and great quality fabric work just as well outside of basketball practice); girls’ knit dress (amazing colors and price point and a no brainer for getting out the door fast and being happy all day long); and the girls’ capri legging (great, wide no-roll waistband and soft fabric with lots of stretch).
There you have it. Happy spring shopping, all. Don’t forget to plug in HHK when checking out before May 15 for a year’s worth of free shipping.
We love these bold colours for kids. Playful but still definitely tasteful. Something to please both parent and child!
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