Primary clothing is a direct to consumer kids clothing brand focused on logo-free, slogan-free designs to fashionably comply with school policies. The popular brand sells directly online and passes through value in the form of higher quality fabrics and low prices.

On their FAQ page, Primary explains exactly why they’re a No Middleman favorite in their category:

At Primary, we manufacture our own clothing and sell directly to you, exclusively through our website. By avoiding middlemen, retail markups, and the high costs of brick-and-mortar stores, we can offer you lower prices. Additionally, by focusing on evergreen styles, we avoid the costs of trendy fashion. We invest these savings back in order to continually offer quality products in premium fabrics like pima cotton.