* Unisex and Gender neutral *
There has been a lot of debate over the recent John Lewis announcement that they will no longer divide their own branded children’s clothes by gender in their stores. Personally, I am all for this but it seems there are many who are not. Some deciding to walk with their feet and vow not to shop in John Lewis again. This seems an extreme reaction to something relatively trivial. It’s not that radical really is it? I mean, in my mind, all they are doing is selling clothes without a boy or girl label. A label which limits children’s experiences and encourages others to interact with that child in a particular ‘gender-specific’ way. Girls being given dolls to play with, boys being given lego.
When my children were born I hated the division of pink for girls and blue for boys that I came across in most high street shops and the reason Scamp was borne was to try to give parents a choice of colour for their children. We have always designed our baby grows and children’s wear for kids and comfort not for gender. We choose 100% soft, cosy cotton to allow babies to kick and roll, explore and crawl.
Our recently launched range of ’Here Come the kids’ sweatshirts with empowering messages are also super soft and comfort is key with the added bonus that our clothes can be passed on to a younger sibling no matter whether they are a sister or a brother. The colours we choose for our prints are bright and bold - red, orange, yellow, metallics, turquoise and neons because they are fun and not limiting.
It should be possible to just walk into a department store and see a range of colours, styles and fun designs which are all comfortable, allowing children to play and engage in whatever toy or activity they want to. Why do we need to walk to the ‘boys section’ to choose clothes for a boy and the ‘girls section’ to choose clothes for a girl. I don’t see this as political correctness, as some have suggested, but I see it as kids just being allowed to be themselves. Surely we all want our girls and boys treated equally and given the same opportunities so why have dark colours and superheroes on boys clothes and pretty pink princesses on girls. Right there, we have a problem.