Primary makes clothes for kids and builds a better experience for busy parents to shop for them. It aims to be the most inclusive kid's clothing brand, offering high-quality essentials at affordable prices. Rather than chasing the trend, Primary offers thoughtfully designed clothing without logos, slogans, or sequins. They take a gender-neutral approach, with a broad range of colors available for babies and kids 0-12, without prescribing what is for girls or boys. It was founded in 2015 and is headquartered in New York, New York.