Millennial parents are going back to basics, opting for genderless, slogan-free clothing for their kids.

Millennial parents are going back to basics, opting for genderless, slogan-free clothing for their kids. The success of the startup Primary, which reportedly more than doubled their customer base in 2017, shows that gendered kids’ aisles may be becoming passé. Primary offers clothing staples in plain colors or simple stripes for the Genreless Generation. Their ecommerce site has also simplified the search for buying new clothes as children age up by letting parents easily reorder their go-to basics in larger sizes. (Fast Company)