The Dutch retailer has decided to remove gender indications from children's clothing in its stores in the Netherlands.
6MediaGender theory is still being talked about. In the Netherlands, the Hema chain of stores has decided to remove gender indications on children's clothing and to merge the girls' and boys' departments into one, "Kids", according to a report from the Dutch daily. From Volkskrant picked up by the Huffington Post.
A turnaround that follows the request of a tired ten-year-old girl to wear underwear with pink hearts. As the Dutch version of Elle magazine points out, this does not mean that Hema will stop designing pink dresses or blue pajamas. Only, there will be no more labels indicating for which sex this or that garment is intended. Hema is the second major brand to make such a decision, after the British chain John Lewis, reports the Huffington Post.
Soon in France ?
In April 2017, the site chronicled the story of Alice, 5, who wrote to Gap asking them to make less stereotypical clothes. “All your girly t-shirts are pink with princesses or stuff like that. Boys t-shirts are really cool. They have Superman, Batman, rock and roll and sports. What do you do for girls who like these things, like me or my girlfriend Olivia? Can you make some cool girls t-shirts please? Or can you do a boy or girl, just child ray? asked the little girl, helped by her mother.
Jeff Kirwan, the brand's CEO, replied that she was right and even said: “I spoke to our designers and we are going to work on more fun things that I think you will like. Contacted by The Huffington Post, Hema France confirms the information from De Volkskrant. But he does not say for the moment if this decision will be extended to French stores.
