John Lewis has become the first major British retailer to remove ‘boys’ and ‘girls’ labels from children’s clothes to avoid what it calls “reinforcing gender stereotypes”.
The retailer is now using “Boys & Girls” and “Girls & Boys” tags on clothes for children from newborn to 14 years old including skirts, pink tunics, and dresses, reports the Daily Mail.
Head of childrenswear Caroline Bettis 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 retailer said it will also be reviewing its online range and school uniform department, as clothes are still arranged according to gender.
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