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John Lewis removes “Boys” and “Girls” Label from Childrenswear Collection

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Fashion retail chain John Lewis has announced that its children’s clothes will no longer be categorised under the label “boys” and “girls”, Telegraph reports.

The store redesigned its labels for its childrenswear to read “boys and girls” or “girls and boys” and aims to reduce gender stereotypes with its new unisex labels on all clothing from 0-14 years.

Caroline Bettis, head of childrenswear at John Lewis, said in a statement on Monday:

We introduced new non-gender specific John Lewis stitched labels and combined ‘Girls & Boys’ swing tags to clothing for John Lewis own label collections in 2016.

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 store chain worked with the campaign group Let Clothes be Clothes.
Cheryl Rickman, the founder of the group, defended John Lewis’ strategy. She told the BBC: “It’s not politically correct to want the best for your child, all they’re doing is removing the label.
My child will buy things from the boys’ aisle but some children have stopped buying clothes from the boy’s aisle. Removing the ‘this is for boys this is for girls’ from the labels. It’s saying you choose to let kids be kids.

John Lewis is now selling dresses that are tagged with the same “Girls and Boys” label as the children’s trousers. The brand joins other gender fluid fashion retailers like Selfridges, Zara and ASOS.

Photo Credit: www.johnlewis.com

8 Comments

  1. Me

    September 5, 2017 at 12:15 am

    The world has officially gone nuts

  2. Wow

    September 5, 2017 at 5:43 am

    The unfortunate thing about this is that other brands will now follow suit (sigh)

  3. Ada

    September 5, 2017 at 6:48 am

    Very unfortunate. At this young age, parents should let the kids decide what they want to wear? Okay, let me get this clear, if a girl child choose boys clothes, you’ll let the her have it that way cos “let kids be kids”? God help the next generation kids.

    • Anon

      September 5, 2017 at 8:25 am

      This is exactly what’s happening to Shiloh Pitt, scion of Brad and Angelina.

  4. bodunade

    September 5, 2017 at 7:32 am

    Political correctness taken too far.
    John Lewis is doing this to score some PC point, for the coverage and to make more money.
    It’s disconcerting that adults are asking babies to choose their sex, setting them up for confusion, identity issues and bullying in the future.

  5. nene+

    September 5, 2017 at 8:46 am

    This is so sad! Why not at allow children be under parents until they are adult? Which one is “boys and girls” on a dress?
    What will become of the world in 50 years?
    Is this not tòo much insult on the creator of mankind?
    I remain a promoter of make and female….i pray many others including clothing retailers will stand up for God and nature!! # male and female created he them#

  6. nene+

    September 5, 2017 at 8:47 am

    …Promoter of male and female…..

  7. momo

    September 5, 2017 at 3:01 pm

    thats it!! I’m never buying from them again..but wait..i never did anyway….okbye

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