Entering neutral territory

John LewisBritish retailer John Lewis made headlines earlier this month over a decision it reached more than a year ago to make its own brand of children’s clothing more gender neutral.

In 2016, the company replaced gender-specific labels on its own brand of children’s clothing with tags that read ‘boys and girls’ or ‘girls and boys’ and later replaced ‘girls’ and ‘boys’ signage in its department stores with photos of children modelling clothes. In January of this year, it launched a unisex babywear range.  


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