John Lewis has removed gender specific labels from its kids range

  • Posted 9 months Ago

John Lewis has become the latest British retailer to stop placing gender labels on its children's range, finding that many parents shop across the entire collection anyway, regardless of their child's gender.

The products will now come with labels that simply say "Girls & Boys", avoiding gender stereotypes due to the clothing's colour or print. The company does not want to "reinforce gender stereotypes" said the head of childrenswear at John Lewis, Caroline Bettis. "Instead [we] want to provide greater choice and variety to customers, so that the parent or child can choose what they would like to wear."

A non-gender specific range is also in the works, which will include garments with designs such as dinosaurs and spaceships.

Image: John Lewis

Tags: john lewis, kids