John Lewis has become the first major retailer to ditch ‘boys’ and ‘girls’ labels from its children’s clothing range.
The chain has also removed ‘boys’ and ‘girls’ signs from its childrenswear departments to avoid ‘reinforcing gender stereotypes’.
Instead, new genderless labels say either ‘Boys & Girls’ or ‘Girls & Boys’, and are on all own-brand clothing from newborn to 14 years.
The retailer has also brought out some new ‘non-gender specific’ clothing ranges, including trousers, jumpers and dresses featuring images of dinosaurs, toy soldiers and spaceships.
Parents have praised John Lewis on social media for its move towards gender-neutral clothing.
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.’