Fashion retailer Boden, one of the middle-classes favourite clothing brands, has been accused of “shocking” sexism over gender stereotyping boys and girls in its children’s catalogue.
The Mini Boden catalogue shows on one page a boy with a bike next to the words “Boys start every adventure with a bike (or a pair of very fast legs)”, while on another page girls are encouraged to “fill your pockets (and wardrobes) with flowers and race this way”.
The adverts garnered attention after father-of-two Sam Williams, 38, shared them online when he saw them while flicking through his monthly copy. Horrified, he tweeted a picture with the caption: “Seriously @Bodenclothing? Keep up.”
Boden last night apologised for the advert, promising that the “mishap” won’t “happen again”.
“I saw the boy’s page and I thought oh, why not girls?”, said Mr Williams whose own children, Ivy, five and Theo, seven, have worn Mini Boden in the past.