John Lewis has become the first UK retailer to remove gender labels from its children’s clothing.
The department store chain has not only taken “girls” and “boys” labels from clothes, but has also done away with the separate sections in stores.
John Lewis own-brand children clothing will now simply say “Girls & Boys” or “Boys & Girls.”
School uniform is the only type of clothing that has not yet been switched, but it will do soon.
The clothing style hasn’t changed – you’ll still find floral dresses and skirts, but the retailer is simply proving the point that they can be worn by both girls and boys.
They’ve also launched a new unisex clothing line for children, featuring dinosaur print dresses and spaceship tops.
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.”
The John Lewis website still includes boys and girls sections, but this is currently under review and likely to be brought in line with stores.
And the move has been widely praised.
The news comes in the wake of the scandal of a National Trust property gift shop selling pink hats for girls emblazoned with “Future footballers’ wife [sic].”
Many other retailers have been lambasted for their sexist clothing in the past.
Gap, for example, came under fire for referring to girls as “social butterflies” and boys as “little scholars” in an advert promoting its new clothing range.
This article was originally published on The independent. Read the original article.