Sainsbury’s blasted as clothing tells boys they’re ‘unstoppable’ but girls must ‘be kind’

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Furious parents took to an online forum on Mumsnet to launch a scathing attack on the supermarket giant. The parents voiced anger at the slogans on the T-shirts in the store which they argued reinforce outdated ideas about gender roles.

The post read: “Who designs these things?

“Who approves them? I’d actually really like to know.”

The fury began after one parent visited the store and came across the controversial clothing.

They then made a post on the forum called: “Nothing is going to change for women while girls are still targeted by this b**t.”

Sharing images of the offending clothes, the parent continued: “In Sainsbury’s this morning. In the boys’ clothes aisle, I noticed tops with the words UNLIMITED and UNSTOPPABLE printed on them.

“Took a quick detour down the girl’s aisle to see what similarly empowering messages were being directed at them…

“‘Let’s Stay Home.’

“Because the world belongs to men, who face no limits to where they go and what they can do. They’re unstoppable.

“But hey, smile and be happy with your small domestic existence, girls.”

The original post also added a follow-up post commenting: “I honestly can’t believe that no one in the meeting where this season’s collection was signed off flagged up that this might need looking at again.

“Who designs these things? Who approves them? I’d actually really like to know.

“My kids are in their late teens and twenties now and I’m shocked by how much more polarised the messaging has become since I was buying this stuff.

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“There was always a bit of a kittens and sharks divide, but not such extreme differences in messages. It feels like grooming.”

Following the original post, other parents took to express anger about the “conditioning” messaging.

One person wrote: “Ugh. It’s not even insidious, pretty obvious and evident.

“I agree the messaging is really terrible, as are the clothes themselves but anyway.

“Conditioning does start from pretty much the womb.”

Someone else said they also experienced a similar issue in Primark.

They commented: “I’ve just been in Primark this morning and all hoodys in my daughter’s size were ‘be nice’ ‘always be kind’ etc which are such f*g dangerous messages to send little girls.

“In my son’s size he had dinosaurs, ‘I’m roarsome’ ‘T-Rex expert’.

“I’m so tired of it.”

Another questioned: “Why is the onus on girls to be compliant, forgiving, and agreeable?”

A representative from Sainsbury’s told FEMAIL: “Our kids range includes a wide range of designs which everyone can enjoy and we do not label our items ‘boys’ or ‘girls’.”

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