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John Lewis becomes first UK retailer to ditch ‘boys’ and ‘girls’ labels for kids

John Lewis becomes first UK retailer to ditch ‘boys’ and ‘girls’ labels for kids

John Lewis

John Lewis is getting rid of ‘boys’ and ‘girls’ labels from its children’s clothing. This makes the retail giant the first retailer in the UK to do this.

It will also do away with separate sections in store for boys and girls, merging the two together.

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.’

School uniform is the only type of clothing to remain gendered, but it’s likely to change soon, reports the Independent.

The retail giant will also go a step further and launch a new unisex line of clothing, with dinosaur-print dresses and spaceship shirts.

John Lewis consulted with campaign group Let Clothes Be Clothes before making the changes.

The group said: ‘We believe John Lewis is the first high street retailer to remove its gender signs and labels.

‘It’s fantastic news and we hope other shops and online retailers will now move in the same direction.

‘A T-shirt should be just a T-shirt – not a T-shirt just for girls or just for boys.

‘Higher-end, independent clothing retailers have been more pro-active at creating gender-neutral collections, but we hope unisex ranges will filter down to all price points.

‘We still see many of the supermarkets, for example, using stereotypical slogans on their clothing,’ reports the Daily Mail.

Shoppers react to the John Lewis announcement

Some shoppers reacted with glee to the news on Twitter. One wrote: ‘This shouldn’t feel exciting. This should feel obvious and ordinary. But well done and thank you.’

Another said: ‘Hats off to John Lewis! As a woman who prefers wearing men’s shirts I think this is a fabulous idea!’

And another joked: ‘Old men moaning about John Lewis removing the word ‘girl’ from a skirt. Incase they (sic) grandson ends up wearing one.’

But some people commented on the move, arguing it’s political correctness gone wrong.

One wrote: ‘You have let us all down John Lewis, if only people stopped pandering to the PC brigade. There are only two sexes, male or female.’

Another said: ‘Never been so disgusted in John Lewis – we’ve just bought all our baby boy’s stuff: cot, pram etc I’ve a mind to return it all.’