John Lewis has launched a range of gender neutral children’s clothes, thereby becoming the first retailer in the UK to remove “boys” and “girls” labels. 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. However, school uniforms are still in gender categories but are expected to switch to unisex soon.
John Lewis has become the first major department store to ditch ‘boys’ and ‘girls’ labels from children’s clothing.
It became the first major retailer to scrap ‘boys’ and ‘girls’ signs from its children’s wear departments and bring in gender-neutral labels on own-brand clothing for children up to the age of 14.
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 children’s wear 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.”
Some customers praised the move, but also some shoppers accused this and threatened to boycott John Lewis yesterday after the chain ditched ‘boys’ and ‘girls’ labels from its children’s clothing range.