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Lewis John leaves the tags of the boy and girl on the clothes.
It has also stripped the'boys' and'girls' characters from its children's garment divisions to prevent 'gender stereotypes' from being reinforced. Instead, new sexless brands say either "Boys & Girls" or "Girls & Boys" and are available on all private label clothes from the neonate up to 14 years of age. There are also plain label on flowery clothes and blouses.
Lewis has introduced a gender-neutral line with the "Boys & Girls" or "Girls & Boys" label, the only exceptions being uniform for schools, which will soon be converted to unisex label. Merchant has also released several new non-gender apparel lines, among them pants, sweaters and gowns with pictures of a dinosaur, toysoldier and spaceship.
parents have been praising John Lewis on community service for his move to gender-neutral attire. Lewis said it was also revamping its on-line buying site, which still contains apparel choices for men and women. Clark came under fire because he had labeled his girls' boots "Dolly Babe" while the boys' series was labeled "Leader".
There was criticism of Gap when an ad for the new apparel line described the girl as a "social butterfly" and the boy as a "little scholar". She had been denounced for having sold boys' T-shirts with taglines like "Future Scientist", "Boys Will Be Boys" and "Rock N Roll Star" while placing icons like "Ponies Rock", "Pretty Rock" and "Hey Cutie" on her girls' collection.
However, criticism pointed out that adults' apparel differs between the genders and asked why children's apparel should not do the same. The Tory MP Andrew Bridgen said, "I have no clue what John Lewis would own for this. Campaign for Real Education's Chris McGovern said, "John Lewis is a respected and adorable retail merchant, and I have no doubts that it is well meant to get away from sex labeling.
Alone a retail trader importing plain clothes and brands would not be a problem. We believe that John Lewis is the first retail store to have removed his sex marks and tags. It should only be a T-shirt - not a T-shirt only for girl or only for boy.