"The Let Clothes Be Clothes campaign, has shown we can get things changed and is hugely inspiring"

Caroline Lucas, MP

Marks & Spencer Childrenswear Range 2017

About us

What we cover:

  • Children's clothing, shoes and accessories (0-16 years)

  • Gender marketing in the UK

  • Gender coded designs

  • School Uniform

  • High heels aimed at girls

  • Slogan T-Shirts

  • Sun safe swim and beachwear

  • Culture of sexualisation 

  • Body image & self esteem

"I think that Let Toys Be Toys and now Let Clothes Be Clothes are going a fantastic job... it's not just about unconscious lazy stereotypes, but outdated attitudes about what boys and girls can do."

Jo Swinson, Author & Former MP

Minions Boys and Girls Top Versions

"It's got to go - labelling clothes/toys "boys" or "girls." Let parent and child decide, not the gender stereotype."

Belinda Phipps, Chair of the Fawcett Society

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Gap"Little Scholar" v "Social Butterfly" - 2016

Founded in 2014, Let Clothes Be Clothes is a grassroots campaign calling for an end to lazy gender stereotypes in the design and marketing of children’s clothes.

Over the past 30 years products aimed at children have become more and more split into "for girls" and "for boys" - this includes toys, clothes, footwear, accessories, stationary, books, games, lunch boxes, cards and party supplies.

Instead of providing real choice, retailers are offering only two types of product design - both based on regressive and harmful stereotypes about what girls and boys should like, wear and play with.

Many of these ideas may seem innate (ie, a natural inclination of girls towards dolls or boys towards cars), which is perhaps why the practice of segmenting the market in this way has been so successful, but they are based on traditional cultural ideas, not factual scientific ones. There are for example more differences between individuals of the same sex, than between the sexes themselves.

 

Read more about gender marketing here

Children are pretty much child shaped up until puberty, so why have separate girls and boys sections at all? We advocate choice and responsible retailing, and a revolution in Childrenswear retail that looks to new creative approaches, not outdated and regressive gender stereotyping. 

Read more about our guidance for retailers here

​Our core aims:

  • Advocate responsible retailing

  • Challenge harmful gender stereotyping

  • Call out unsafe products & sexualisation

  • Raise awareness with consumers

  • Support unisex retailers

  • Promote classroom equality

Read more about why our work matters here

Click here to read more background information about Let Clothes Be Clothes, and what inspired founder Francesca Cambridge Mallen to take a stand against gender stereotyping. 

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"Boys" slogans across UK High Street - 2017