Primary

Primary | Gender-Inclusive Kids Clothing Brand with 4-Day Work Week Culture
Founded 2015 · New York City

Kids clothing
for every
child.

Primary builds gender-non-prescriptive, logo-free kids clothing — affordable, super-soft, and designed so every child can truly shine on their own terms.

4-Day Work Week Hybrid Remote Fashion · NYC
Our story

We rewrote
the rules.

Founders Galyn Bernard and Christina Carbonell started Primary after noticing everything wrong with the kids' clothing industry: pink only for girls, blue only for boys; quality only if you could afford it; and slogans everywhere telling children who to be before they'd figured it out themselves.

So they built something different — a brand where every color belongs to every kid, fabrics feel genuinely amazing, and nothing on the clothing speaks louder than the child wearing it.

Today, Primary serves thousands of families across the US with one of the highest customer loyalty scores in the apparel industry.

Every color for every kid. With no labels and no slogans. Super soft and sustainable fabrics, for clothes that all play together.
Primary brand manifesto
What we stand for

Mission-driven
from day one.

Gender-Inclusive Design

Primary rejects outdated gender norms in children's clothing. Every color, style, and silhouette is designed to be worn and loved by any child — because identity is personal, not prescribed.

Logos-Free Philosophy

We believe kids should define their own identities. That's why everything Primary makes is deliberately free of logos, slogans, and character branding — letting kids speak for themselves.

Accessible Quality

Great kids' clothing shouldn't require a luxury budget. Primary uses premium, sustainable fabrics and passes savings directly to families — because quality and affordability aren't opposites.

Sustainable Practices

From fabric selection to production choices, Primary is intentional about its environmental footprint — building a business model that can thrive without compromising the future our kids will inherit.

Collaborative Culture

Primary values kind, thoughtful self-starters who think strategically and work collaboratively. Change-friendliness and fresh perspectives are core to how the team improves products and processes daily.

Beloved by Customers

An NPS score above 85 puts Primary among the most customer-loved brands in the US apparel industry. That loyalty isn't accidental — it's the result of an unwavering commitment to the brand's original mission.

Work-life balance

Work smarter,
not longer.

In 2021, Primary moved to a 32-hour, four-day work week — every Friday off, no exceptions. The result: a more focused, energized team and one of the strongest culture scores in the industry.

32 hrs Per week
Fri Always off
82 Days off / year
82+ WLB score
Employee benefits

Named one of NY's Best & Brightest

Primary was recognised among New York's Best and Brightest Companies to Work For — here's why.

Multiple Medical Plans Choose from a range of medical, dental, and vision insurance options tailored to your needs.
Company-Paid Insurance Disability and life insurance fully covered by Primary — zero cost to you.
401(k) Retirement Plan Save for your future with Primary's 401(k) plan and flexible contribution options.
FSA & Commuter Plans Flexible spending accounts and pre-tax commuter benefits to reduce your daily costs.
4-Day Work Week 32 hours per week with every Friday as a flexible recharge day — no questions asked.
15–20 Days PTO Start with 15 days of paid time off, growing to 20 days after your second anniversary.
Unlimited Sick Days Take the time you need when you're unwell — no caps, no stress, no counting days.
12 Weeks Paid Parental Leave Full paid leave for all new parents — regardless of how your family grows.
Primary School — $100/month Spend $100 each month on any class or gym membership — personal growth counts too.
$500 Home Office Budget A one-time budget to set up your work-from-home environment exactly how you like it.
14 Holidays Per Year 11 company holidays plus 3 floating holidays to use on dates that matter most to you.
Hybrid Flexibility Most of the team works fully remote across the US, with hybrid options for NYC-based roles.
01

Change-Friendly by Design

Primary actively seeks fresh perspectives and new ideas. The team is built to evolve — processes, products, and culture are all fair game for improvement.

02

Strategic Thinkers, Collaborative Doers

Primary hires people who can hold both the big picture and the details — thinkers who roll up their sleeves and work closely with others across the organisation.

03

Profitable & Purpose-Driven

Primary is laser-focused on building a sustainable, profitable business — proving that strong values and commercial success are not in conflict.

Company at a glance

The facts.

  • Founded2015
  • FoundersGalyn Bernard & Christina Carbonell
  • HeadquartersNew York City, NY
  • Team size51–200 employees
  • IndustryChildren's Fashion
  • Work modelHybrid Remote (US)
  • Work schedule4-Day Week · 32 hrs
  • FundingBootstrapped
Customer loyalty
85+
Net Promoter Score (NPS)

One of the highest NPS scores in the US apparel industry — driven by passionate customers who believe in the mission.

Primary
Gender-inclusive kids clothing · Founded 2015 · New York City
4-Day Week Bootstrapped Hybrid