15 Brands Like Old Navy for Affordable Family Fashion
The kids outgrew everything over the summer, you need six cheap tees and a pair of jeans that'll survive the playground, and you'd like to sort it in one go without doing arithmetic at the till. That's the trip Old Navy is built for. It's also why one store starts to feel narrow around the fourth or fifth school year.
Here are 15 brands selling their own clothes at close to Old Navy money. This list used to run to 31, and most of what came out wasn't a brand at all. Department stores, off-price chains, warehouse-club labels and outlet arms sell other people's clothes under someone else's roof, and you can't develop a taste for a shelf.
What Old Navy is: Gap Inc.'s budget label, trading at oldnavy.gap.com with Women, Men, Girls, Boys, Toddler (12M-6T), Baby (0-24M) and Maternity departments. Its High-Waisted Pixie Skinny Pants list at $49.99 USD, and the store runs a discount code most weeks, which is the actual price a regular shopper pays. We look at what that pricing rests on in is Old Navy fast fashion.
Quick comparison. Gap is the closest match, H&M and Shein are the cheapest, Eddie Bauer and Lands' End are the most expensive, and American Eagle, Hollister and Aeropostale are the teen specialists. Every price below came off the brand's own product page or its own listing API, in USD, and none of them are markdowns. Where a brand's US site wouldn't serve us a price, the cell says so instead of carrying a guess.
| Brand | Verified full price | Who it dresses | Best for |
|---|---|---|---|
| Gap | Baby Brannan Bear One-Piece $34.95 | Women, men, kids, baby | The closest swap, one step up in fabric |
| H&M | Kids Appliquéd Cotton T-Shirt $9.99 | Women, men, kids, baby | The cheapest kids' basics on this list |
| Primark | No online price (US stores only) | Women, men, kids, baby | Filling a suitcase in person |
| Uniqlo | Crew Neck T-Shirt $19.90 | Women, men, kids, baby | Basics that hold their shape |
| Zara | Kids Plain T-Shirt $9.90 | Women, men, kids, baby | School-photo clothes with a sharper cut |
| American Eagle | Jeans list $59.95 | Adults and teens | Denim for the teenagers |
| Abercrombie & Fitch | Kids Essential Icon Crew Tee $14.95 | Adults, teens, kids 5-18 | Jeans in a lot of length options |
| Hollister | Cotton Icon Crew T-Shirt $19.95 | Teens and young adults | Soft tees and hoodies for 13-22 |
| Cotton On | Kids Ryder Skate Shirt $29.99 | Women, men, kids, baby | Bright kids' clothes with graphics |
| Mango | Kids Denim Shirt Dress $45.99 | Women, men, kids, baby | Something to wear to a wedding |
| Forever 21 | Sport Graphic Cropped Jersey Tee $19.99 | Women, plus, men | One-season trend pieces |
| Shein | No verifiable full price | Women, men, kids, baby | Clothes kids will grow out of by winter |
| Lands' End | School Uniform Interlock Polo $22.95 | Women, men, kids | School uniform and hard-to-fit sizes |
| Eddie Bauer | Voyager Flex Short-Sleeve Shirt $65.00 | Women, men, kids, infant | Outdoor clothes for the whole car |
| Aeropostale | Seriously Soft V-Neck Tee $24.95 | Teens and young adults | Logo fleece at the bottom of the market |
Gap
Gap and Old Navy share a parent company and a lot of the same shapes, which makes it the least disruptive swap on this list. The fabric is the difference you can feel. Gap's fleece and knits run heavier, the logo work is quieter, and the baby range carries the Brannan Bear motif that has been on its one-pieces for decades.
The Baby VintageSoft Brannan Bear One-Piece lists at $34.95 USD and the Kids VintageSoft Gap Arch Logo Hoodie at $59.95, so full price sits above Old Navy. Gap discounts as hard as its sibling does, and the two stores rarely run the same event, which is the practical reason to keep both open in tabs. We put the two head to head in Gap vs Old Navy. Best for: baby and toddler clothes you'd hand down.
H&M
H&M undercuts Old Navy on children's clothes by a wide margin. A kids' Appliquéd Cotton T-Shirt is $9.99 USD and kids' Loose-Fit Wide-Leg Jeans are $19.99, against $14.99 for an adult Fitted T-Shirt. The kids' department splits into baby, 2-8Y and 9-14Y, so sizing follows age bands rather than the toddler-to-big-kid ladder American stores use.
The aesthetic runs colder than Old Navy's. Old Navy sells primary colours and flag tees, H&M sells washed neutrals and a European cut that fits narrower through the shoulder. The Swedish group closed 128 stores worldwide over the past year while opening around 90 more, so the estate is shifting rather than shrinking away. Best for: stocking up on kids' basics for under $10 a piece.
Primark
Primark is the Irish value chain that sells for the whole family below every other name here, and it carries a condition that changes how you'd use it. You can't buy anything from Primark online in the United States. There's no home delivery and no Click and Collect outside the UK, and the company said again in May 2026 that its position on online delivery hasn't changed. The US site is a catalogue with a store stock checker attached. You browse, you save a list, then you drive.
What you find in the store is the lowest pricing of any brand here, across a kids' range and a separate baby department covering newborn through to licensed Disney sets. We haven't printed a figure because the brand doesn't publish one to a US checkout, and a price scraped off a UK page isn't the price you'd pay in Boston. The trade-offs are covered in is Primark fast fashion. Best for: a holiday wardrobe bought in person.
Uniqlo
Uniqlo answers a different question than Old Navy does. Old Navy sells you the season, Uniqlo sells the same crew-neck tee in the same 20 colours year after year, which is what you want when the goal is replacing a school-week rotation. A Crew Neck T-Shirt is $19.90 USD and the Supima Cotton version $24.90, so it's the pricier option per tee and the one you'll replace least often.
The kids and babies range carries the same fabric technology as the adult line, including HEATTECH thermals at $9.90 for toddler leggings, which is the cheapest way to layer a child for a cold walk to school. The colours are restocked rather than retired, so a replacement in January matches the one you bought in September. More options in that vein sit in brands like Uniqlo. Best for: basics you buy once a year.
Zara
Zara prices its children's clothes far below its adult ones, which is the part most Old Navy shoppers miss. A kids' Plain T-Shirt is $9.90 USD and kids' Wide Leg Jeans are $39.90, both in line with Old Navy, while the womenswear sits a tier above. The children's tree runs Girl, Boy, Toddler Girl, Toddler Boy and Baby.
The cut is the reason to go. Zara's kids' clothes are drafted like small adult clothes, with proper collars and hems that photograph well, where Old Navy's are drafted around play. Stock turns over fast, so a piece you liked in March won't be there in May, and there's no reordering a size once it goes. Best for: the outfit for a wedding or a school photo.
American Eagle
American Eagle sells no children's clothing, and that matters if you came here for a family shop. The brand exited kids in 2012 when it closed 22 of its 77kids stores and sold the line, and it hasn't gone back. What's left is denim aimed at teenagers and adults, listing at $59.95 USD across its straight and baggy fits.
For a household with a 15-year-old, that's the section of the wardrobe Old Navy struggles with most. American Eagle's jeans are cut for a teenage body and come in more inseams, and the chain discounts denim heavily enough that the shelf price and the paid price diverge sharply. AEO reported record first-quarter revenue of $1.2 billion in 2026 and is closing 25 to 30 American Eagle stores while opening 35 for its Aerie and Offline labels. Best for: jeans for the teenagers.
Abercrombie & Fitch
Abercrombie & Fitch runs a separate children's brand, abercrombie kids, covering sizes 5/6 to 17/18 for boys and girls. A kids' Essential Icon Crew Tee lists at $14.95 USD and a Graphic Crew Tee at $24.95, which lands inside Old Navy territory, while the adult range costs more: an Embroidered High Neck Mini Dress is $110.
Length options are the argument here. Abercrombie sells its jeans in more inseam and rise combinations than a budget chain can carry, which is worth knowing if someone in the house is tall or short enough that standard sizing doesn't work. Full price sits above Old Navy's, and the brand runs denim events at 25% to 50% off often enough that the two overlap. The company opened a small-format store in Williamsburg in April 2026. Best for: finding a length that fits.
Hollister
Hollister is Abercrombie's sibling brand for 13 to 22 year olds, and it has no children's line at all. Tweens do wear it, because the sizing runs small, but that's shoppers making do rather than a range built for them. A Cotton Icon Crew T-Shirt is $19.95 USD and an Everyday Tee three-pack is $39.95.
Against Old Navy the difference is softness and specificity. Hollister sells a narrow catalogue of tees, hoodies, jeans and fleece in a Southern California register, done properly, instead of an entire household's wardrobe done adequately. It runs storewide events at 25% to 40% off frequently. In June 2026 it launched a home and dorm collection at Target, its first line outside clothing. Best for: a teenager's everyday tees and fleece.
Cotton On
Cotton On is the Australian chain closest to Old Navy's actual personality, which is bright graphics on cheap cotton for people who aren't precious about it. Its US site quotes in dollars and its prices are the firmest we could verify anywhere in this article, read straight off its own product data: a kids' Ryder Skate Shirt at $29.99 USD, a kids' Jasper Boxy Skate Shirt at $34.99, a Licensed Drop Shoulder Tee at $19.99 and an adult Baby T-Shirt at $10.00.
Cotton On Kids is a full department covering baby, toddler, boys and girls, and the licensed prints run heavier on music and skate references than Old Navy's do. The company also runs Cotton On Body and Typo, so the store carries loungewear and stationery beside the tees. Best for: kids' graphic tees under $20.
Mango
Mango is the Spanish alternative for the occasions Old Navy doesn't dress. A women's A-line dress lists at US$59.99 and a kids' Denim Shirt Dress at $45.99, so it's the priciest of the high-street names here, and its sale section is where the maths starts working. Those two figures come from Mango's own indexed pages rather than a page we could open, because the US site renders prices in the browser.
Mango Kids covers girls, boys and baby. The house style is Mediterranean tailoring rather than American casual, which means linen and muted colour where Old Navy reaches for a slogan. One practical note: the kids' URL is /h/kids, and the /c/kids path that turns up in older links now 404s. Best for: a smart outfit for an adult and a child at once.
Forever 21
Forever 21 is an online-only brand in the US now, with no stores left to walk into. Its US operating company filed for Chapter 11 in March 2025 and every American store closed. Authentic Brands then licensed the name out, and the US website relaunched under an operator called Unique Brands, with Kidz Concepts handling kidswear separately. The site sells and ships today.
What's live is a women's, plus and men's catalogue with no children's department in the navigation, only a kids' clearance link. A Sport Graphic Cropped Jersey Tee is $19.99 USD and a Striped Tank Top $24.99, with free shipping over $75. Sizing is the risk here, since there's nowhere left to try anything on. Best for: a trend piece you'll wear for one summer.
Shein
Shein covers kids, girls, boys and toddler alongside its adult ranges, at prices below anything else on this list. We're not printing a figure for it. Its category pages answered our requests with a bot challenge rather than a price, and the numbers that surfaced elsewhere were markdowns, which would tell you what one item cost on one afternoon.
The economics have changed underneath the brand. The $800 de-minimis exemption that let low-value parcels enter the US duty-free ended for China and Hong Kong in May 2025, for other countries that August, and was suspended for all origins in February 2026. Shein has moved fulfilment toward US warehouses stocked by bulk pre-cleared imports. Any advice you read about ordering direct and paying no duty predates that. Best for: clothes a child will outgrow before they wear out.
Lands' End
Lands' End owns the two things budget chains handle worst, which are school uniform and sizes outside the middle. A School Uniform Kids Short Sleeve Interlock Polo is $22.95 USD in 100% combed cotton and comes in 16 colours from XXS 2-3 to XXL 18-20, and the uniform shop is a permanent department rather than an August end-cap.
Womenswear runs Petite, Tall, Plus and Petite Plus, and menswear runs Tall and Big & Tall. Full prices sit well above Old Navy's, and the brand marks down often enough that the gap closes. The Wisconsin company started in 1963 as a Chicago sailing-hardware supplier, and the misplaced apostrophe in its name was a printing error on the first catalogue it couldn't afford to reprint. Best for: uniform polos and sizes the mall doesn't stock.
Eddie Bauer
Eddie Bauer is now a website rather than a chain. Its store-operating company filed for Chapter 11 in February 2026 and, after a sale of the store portfolio failed, closed its North American shops after 106 years. The e-commerce and wholesale business moved to a separate operator, Outdoor 5, and kept trading. We confirmed live inventory on the US store, which ships within the US only.
The catalogue covers women, men and kids down to infant and toddler. A Men's Voyager Flex Short-Sleeve Shirt lists at $65.00 USD and the long-sleeve at $75.00, both offered in Regular and Tall fits from S to XXXL, and both were discounted at the time of writing. We compare it with its closest rival in Eddie Bauer vs L.L.Bean. Best for: fleece and rain shells for a family that goes outside.
Aeropostale
Aeropostale sits at the bottom of the mall price ladder, and its regular prices read higher than what anyone pays. A Seriously Soft V-Neck Tee lists at $24.95 USD and was selling at $5.99 when we checked, and the store runs buy-one-get-one denim events on a near-permanent basis. Shipping is free over $25 and reaches APO, FPO, Alaska, Hawaii and Puerto Rico.
The departments are women and teen girls, men and teen boys. There's no children's range, so it fills the teenage slot rather than the family one. Ownership sits with Catalyst Brands, formed in January 2025 from the SPARC Group and JCPenney merger, with Authentic Brands still holding the trademark. Best for: logo hoodies and fleece at the lowest price in the mall.
Where to Start Depending on Who You're Buying For
Buying for a whole household in one go, Gap is the closest thing to a straight swap, and H&M beats Old Navy outright on kids' prices. Buying for a teenager, American Eagle for denim and Hollister or Aeropostale for tees will serve you better than any family store. Buying for school, Lands' End is the only name here with a permanent uniform department, and Zara is where the assembly outfit comes from.
Two things to carry with you. Primark can't sell you anything online in the US, so it's a store visit or nothing, and Shein's duty-free shipping advantage ended in 2026, which dates most of the advice written about its prices. Beyond that, none of these brands hold their shelf price for long, so the calendar matters as much as the label, which is the same lesson as does Old Navy have sales.
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Written by
Spencer Lanoue
