Primary's Super Popular Kids' Basics Now Ship To Canada

Tired of heavily gendered, slogan-emblazoned clothes for kids, Galyn Bernard and Christina Carbonell launched a collection of colourful, high-quality kids' basics in 2015. Since then, Primary has grown a loyal following for its organic tees, soft and stretchy pyjamas and swim essentials—the brand's pyjamas and rashguards have both made Wirecutter best-of lists. And now, Canadian parents can order from the direct-to-consumer site.

Not familiar with the brand? “We’ve always believed getting dressed can be a powerful act of self-expression,” said Bernard, cofounder and co-CEO, in a press release about the launch. “Canadian families can expect well-made essentials that let kids get dressed, feel comfortable, and live their true colours.”

And that's how the site is organized: by colour and age. There's no boy or girl section. Shoppers pick an age category, and then they can sort by colour. And while Primary doesn't tell "kids who they are, and what they should be" (per the brand's site) with corny sayings or slogans, they do offer simple graphics, like ice cream cones, turtles, stripes and this cute tropical fruit tee. There's also a Sesame Street collection featuring the bright, colourful faces of your kids' favourite muppets.

According to fans, the sensory-friendly, tag-less basics wash well and make great hand-me-downs. And priced between $16.50 CAD for a basic tee and $68 for a lightweight puffer jacket, Primary is pretty affordable.

Jealous of your kids already? Primary has a growing collection of clothes for grown-ups. They come in women's and unisex sizing, including tees, sweats, activewear, outerwear, pyjamas and accessories.

What is Primary? Primary is a direct-to-consumer clothing brand known for colourful, high-quality basics for kids. The brand launched in 2015 and has built a loyal following for its soft essentials, including tees, pyjamas and swimwear.

Can Canadians order from Primary now? Yes. Canadian parents can now shop directly from Primary’s website.

What makes Primary different from other kids’ clothing brands? Primary is designed around colour and comfort rather than gender. The site doesn’t sort clothing into boys’ and girls’ sections, and the brand avoids heavily slogan-driven styles in favour of simple, versatile basics.

Are Primary clothes sensory-friendly? According to fans of the brand, many of Primary’s basics are tagless, soft, and comfortable.

Are Primary clothes good quality? Primary has earned praise for well-made basics that hold up over time. Fans say the clothes wash well and make great hand-me-downs.