Primary: Christina Carbonell and Galyn Bernard

How I Built This with Guy Raz

Guy Raz | Wondery

Business

4.8 • 31.1K Ratings

🗓️ 15 January 2024

⏱️ 75 minutes

🔗️ Recording | iTunes | RSS

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Summary

The apparel industry - be it high fashion or everyday wear - is a crowded and noisy market to crack. Just think about the sheer number of athletic shoes or jeans available at both ends of the price spectrum! So conventional wisdom is: to stand out, branding is really important. But for Christina Carbonell and Galyn Bernard, the co-founders of the children's clothing line Primary, branding was the last thing they wanted on their designs. The two women bucked other industry conventions, too: they only sell basic building-block pieces, using bright colors, in styles that hardly change year after year. No glitter. No cartoons. No pithy sayings. And no gender differentiation: the clothes are categorized as either babies or kids. Despite early struggles, eight years after launching in 2015, Primary is now a profitable company with annual sales over $50 million.

This episode was produced by Casey Herman, with music by Ramtin Arablouei

Edited by Andrea Bruce, with research help from Chris Maccini.

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Transcript

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0:00.0	Wundery Plus subscribers can listen to how I built this early and ad free right now.
0:05.0	Join Wundery Plus in the Wundery App or on Apple Podcasts.
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0:51.5	at indeed.com slash how I built.
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0:58.0	Terms and conditions apply.
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1:37.0	I think for me what I most remember about that time was feeling really scared about the idea of
1:44.0	leaving but also I remember Christina like feeling pretty definitive that she
1:50.1	was going to leave even though this you a lot to believe in. There was an idea to believe in. There was a partnership to believe in, and why not?
	...

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