AN OUTRAGED Evesham mum has accused Asda of promoting ‘everyday sexism’ for selling a tractor print t-shirt labelled ‘just for boys.’
Rowan Wiseman was shopping at the supermarket giant’s store in Pershore last Saturday when she walked away from the clothing aisle in anger and disbelief after spotting the t-shirt.
The mum of three is concerned that labelling a t-shirt ‘just for boys’ because it has a picture of a tractor on it sends out the wrong message to youngsters and enforces gender stereotypical roles.
“I would like to express the shock, sadness and anger I experienced on Saturday,” Rowan said.
“Looking through the children’s clothes, I spotted a tractor print in a bright colour.
“The combine harvesters are out in force at the moment with the farmers harvesting crops and my two-year-old is very into them, so it caught my eye.
“Until I noticed the writing – ‘just for boys’ – emblazoned across the front.
“In disgust I left the clothes aisle and feeling almost speechless with anger and disbelief with Asda.
After taking to Twitter to slam Asda for promoting ‘sexist’ nonsense, Rowan claims the t-shirts have since been removed from the Pershore store and no longer appear on their website.
Rowan has now called on parents to speak out on issues surrounding ‘everyday’ sexism to make sure there is no ‘complacency’ with the progress made in gender equality.
“As a multinational company I believe they have a social and moral responsibility not to promote sexism, in fact to actively promote gender neutral clothing,” she added.
“I honestly was flabbergasted that in 2017 this kind of message to small children is deemed acceptable.
“To put such sexist nonsense promoting gender stereotypes and potentially damaging attitudes on the shelves in the first place, is my main concern.
“The fact nobody else had thought to complain saddens me, as it seems people don’t really notice such ‘everyday’ sexism, in fact most are probably inadvertently perpetuating it.
“It is all our responsibilities to raise awareness, to tell our girls and boys they can play with whatever they like, wear what they like, be who they choose. We have made such strides in gender equality in the last 20 years, but complacency might send us backwards.
“Yes, there are other huge issues in the world, issues you and I cannot change. But this is lazy and damaging marketing that I believe has no place in modern society.
“We need to respect our children and think a little more carefully about the subtle hidden messages they are being fed every day.”
In response, an Asda spokesperson said: “We offer a wide range of children’s clothing to try to meet the latest customer tastes and trends.
“Our aim is to make clothes people love, never to offend.”
