John Lewis has become the first retailer in the UK to remove gender specific labels from its children’s clothing ranges.
The department store has taken “girls” and “boys” labels from clothes, and will not use separate sections for boys and girls clothes in its stores.
John Lewis own-brand children clothing will now be labelled “Girls & Boys” or “Boys & Girls.”
School uniform is the only type of clothing that has not yet been switched, but it will do at a later date.
The clothing style hasn’t changed – you’ll still find floral dresses and skirts, but the retailer says that it is simply proving the point that they can be worn by both girls and boys.
John Lewis has also launched a new unisex clothing line for children, featuring dinosaur print dresses and spaceship tops.
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.”
The John Lewis website still includes boys and girls sections, but this is currently under review and likely to be brought in line with stores at some point in the future.