While I’m all for buying a few special items for my kids, like a crazy pair of polka-dot Doc Martens or some fun fuzzy vest they’re coveting, mostly their wardrobes consist of affordable basics that can mix or match with the rest. Like, 20 different pairs of black leggings. Which is why the new kids label, Primary, is the kind that will make parents ask, “where have you been all my life?!”

Or at least all your kids’ lives. If they’re about ten and under.

– Don’t miss a fantastic offer exclusively for CMP readers below – 

The goal of Primary, which was founded by smart moms Galyn Bernard and Christina Carbonell, is to cut out the high expense of running brick and mortar shops, and sell directly to you. This keeps every single one of their colorful tees, leggings, dresses, shorts, and onesies under $25.

That’s not even close to what you pay for the same stuff in the mall stores.

They’ve launched with more than 30 pieces for babies, girls and boys in an impressive selection of colors so you could pretty much get a whole wardrobe out of this, whether your kid is all about navy and khaki, or doesn’t leave the house wearing less than 16 colors at a time.

The quality is remarkably good at any price really, with even stitching, nice finishing, and thick, beefy, comfy cottons that made my picky daughter’s eyes light up. The sizes do run a bit big in our experience; my petite fourth-grader is generally about an 8 (since there’s pretty much no kid’s size 9 in the world and 10 is too big, grrrr….) and we found that Primary’s size 8-9 is mostly perfect for her.

(Check out the website which tells you the height and weight of the child model next to each size — something I wish every kids’ clothing site would do.)

The leggings feel true to size if narrow. Tees and hoodies are a little roomy but not in a bad way. And the highlight for both of us, which surprised me, was a the “basic” $16 cotton dress (shown at top) that hangs beautifully and is going to get a whole lot of wear this spring and summer.

In fact, she’s sending me back to the website to get it in more colors.

The Primary cardigan happens to be a terrific wardrobe essential, and I love that it costs only $24 considering how easily my girls tend to lose theirs. But know that it is swimming on her narrow shoulders, so it definitely runs about a size or two large, giving your kid something to grow into. And the only piece I checked out that I wasn’t crazy about was the reversible sundress which is a little boxy in shape, and feels heavy for a sundress, probably because of the double layer of fabric that makes it reversible in the first place.

It’s nice to know you can get some smart baby basics for just $10, or a hoodie for $20, when normally I have to wait for favorite stores’ end-of-season sales to get the good ones anywhere near that price. And with tees at just $10, I want to stock up on a ton in all different colors. Summer camp packing, anyone?

I think this is going to be one website parents start checking first when their kids outgrow last season’s stuff, and with good reason. Thanks, Primary.

Special offer for CMP readers: Primary has generously offered up discount code “coolmompicks” which will get you free shipping, no minimum if you place it before May 15 – and then free shipping for an entire year! Thanks to Primary for sending a few press samples for review.