John Lewis drops girls and boys clothing labels to avoid 'gender stereotypes'
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John Lewis has become the first UK department store to drop gender labels from its children’s clothing.
From now on the popular retailer will be using unisex labels on all John Lewis clothing from newborn to 14 years in a bid to avoid ‘reinforcing gender stereotypes’.This change will see all clothes made by John Lewis - including dresses and skirts - carrying unisex labels. It’s something that’s been welcomed by many.
John Lewis now do unisex kids clothes and I love it— El (@EMonachello) July 11, 2017
How novel to see a unisex kids' clothes range in a shop. Well done John Lewis for saying no to ridiculous gender stereotypes. pic.twitter.com/z2IU8hBPRN— Stephanie (@madamestephanie) December 6, 2016
John Lewis removing boy/girl labels on kid's clothes?? AMAZING— gingernut (@Mind_Phallus) September 2, 2017
Speaking to MailOnline, Caroline Bettis, the head of childrenswear at John Lewis, said:“We do not want to reinforce gender stereotypes within our John Lewis collections and instead want to provide greater choice and variety to our customers, so that the parent or child can choose what they would like to wear.” As well as removing gender labels, the store has also launched a new unisex clothing line for children which features dinosaur print dresses and spaceship tops.
John Lewis has been praised for correcting the gender disparity in the way it labels and advertises its clothing.
Several other retailers have been criticized in the past for their sexist children's clothing, with supermarket Asda lambasted for the slogans they put on their clothing range.
Unisex clothes campaign group Let Clothes be Clothes found Girls’ clothes at Asda were emblazoned with wording like “Hey Cutie” and “Ponies Rock” while Future Scientist” and “Bows Will Be Boys” were written on t-shirts marketed to boys.
Let Clothes Be Clothes is a group which is actively calling for retailers to stop the use of gender stereotypes in children's clothing and challenging those who do.
The group has embraced John Lewis' new unisex stance, writing on social media they said: 'Alongside changes coming at Clarks Shoes, THIS could be a major turning point for our high street.'
Lead image courtesy of EG Focus.