An angry mum has spoken out about Poundland’s clothing, which she believes contributes to everyday sexism and trains boys ‘to be sex pests.’
Rebecca Roache, a senior lecturer in philosophy at Royal Holloway University of London, tweeted the bargain store earlier in the week after coming across a babygrow in her local store in Witney, Oxon.
The offending item of clothing had the words ‘lock up your daughters’ emblazoned across the front.
The philosophy lecturer criticised Poundland for contributing to everyday sexism with the babygrow, adding it is ‘inappropriate’ and sends out the wrong message.
The babygrow, which is blue and features a cartoon picture of a bow alongside the message ‘lock up your daughters,’ is available to buy in stores for just £1.50.
Roache took to Twitter on Monday (April 8) to express her frustrations, making it clear to her followers that she didn’t approve of the ‘sexist’ message.
She wrote:
It’s never too early to start training boys to be sex pests, eh @Poundland? #everydaysexism
The mum-of-two suggests the babygrow sends out an inappropriate message to young children that men and women are not equal and that boys can just ‘run wild’ without thinking of the consequences.
Roache explained:
It sends out this message that boys will be boys – they can just run wild and do not need to take responsibility for their actions or whatever they do.
It is a subtle message but implicitly there is a sexual context to it that men dominate women. It is just inappropriate and sends out a misogynistic message when they cannot even speak or walk yet.
If this is the first message they are getting told, then when they do reach the age when they are sexually active, it is sending out the wrong message. It is also assuming that everyone is heterosexual and to be sold to children under a year old is depressing.
The philosophy lecturer also explained how the item was sold next to a pink babygrow aimed at girls which had the slogan, ‘Mummy’s Little Diva’ on the front. Both are available to buy for infants up to 12 months.
Other parents have commented on Roache’s post to agree with her, with one person saying predatory behaviour should not be encouraged. Another said the message the babygrow was sending was ‘gross’.
However, others criticised the mum for ‘taking the fun out of everything,’ with one person telling her to ‘get a god damn grip’.
What do you think?
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A Broadcast Journalism Masters graduate who went on to achieve an NCTJ level 3 Diploma in Journalism, Lucy has done stints at ITV, BBC Inside Out and Key 103. While working as a journalist for UNILAD, Lucy has reported on breaking news stories while also writing features about mental health, cervical screening awareness, and Little Mix (who she is unapologetically obsessed with).