Genderless clothing for babies and children under the age of 12 has caught on in the US. Millennial parents appear to be more open-minded when it comes to gender and prefer to give their children more clothing options in different colors and styles, without being constrained by their gender.

Primary, founded in 2015, is a gender-neutral children’s wear brand. The brand uses its Instagram page, where it has 66,400 followers, to showcase all of its styles and colors, modeled on both boys and girls. Primary also encourages customers to post photos of their children wearing Primary and to tag them with #yesprimary for a chance to be featured on the brand’s page or in future marketing efforts. So far this year, the brand has been racking up major waitlists for new items. Around Valentine’s Day, there was a 6,000-plus waitlist for Primary’s rainbow heart pajamas, and this spring it saw a 4,000-plus waitlist for its raincoat. A big part of Primary’s success in the gender-neutral space comes from the fact that it’s been selling customers on genderless clothes since launch. Contemporary fashion brand Cos launched a line of children’s clothing for the first time, which came with a collection of genderless baby clothing. Children’s retailer Nununu has partnered with Céline Dion to create a gender-neutral line.