UK: Clarks shoes sparks sexism outrage
Author: Professor Joyce Harper
Last week in the UK, the biggest provider of children’s school shoes, Clarks, sparked an outrage by producing gender specific shoes with the names “Leader” for boys and “Dolly Babe” for girls.
Scotland’s First Minister Nicola Sturgeon tweeted “It is almost beyond belief that in 2017 a major company could think this is in any way acceptable. Shows what we are still up against.”
Luckily after numerous complaints, the shoes names have been withdrawn.
But girl shoes are designed to be strappy, delicate and not waterproof so they are not designed for running around in the British weather. Whilst boys shows are sturdy and waterproof, ideal for climbing, running and playing outside (see image).
Clarks are not the only offenders when it comes to school shoes. The supermarket Tesco has ‘Airtred Soles’ for boys and ‘Sensitive Soles’ for girls.
Mothercare have a new range of children’s clothes. Nature Explorer for girls features glitter, floral patterns and slogans like ‘confetti’ and ‘sparkle.’ The boys range is called Space Oddity and features images of science themes, planets and words like “genius”.
Surely all children like to run around and jump in puddles? If little girls really do prefer to wear dainty shoes to school – surely this is our conditioning? In my view the same applies to wanting to wear pink, glitter, fluffy, sparkly clothes.
My son has some pink size 11 Nike trainers but was bullied at school for wearing them. Other boys said – why are you wearing your Mum’s shoes. I do not know many Mums with size 11 feet!!
The UK Advertising Standards Agency (ASA) has concluded that regulations must be stricter after carrying out research which found that stereotypes in ads can “restrict the choices, aspirations and opportunities of children, young people and adults”.
More about this to follow as I am writing a post on how we could bring our children up in a gender free environment.
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