Morrisons has become the latest supermarket chain to be criticised for clothing which has been branded sexist by some parents.
Mum Shelley Roche-Jacques was shocked when she was walking through a store to see boy's t-shirts with the phrase 'Little man, big ideas', while a girl's top featured 'Little girl, big smiles' on it.
Another example had 'King of the castle' versus 'pretty little me'.
Looking 4 kids' holiday clothes this morning @Morrisons Didn't buy anything. I see you don't think much of girls @letclothesbe @PinkstinksUK pic.twitter.com/aSuXcEWBJx
- ShelleyRoche-Jacques (@RocheJacques) July 24, 2017
After posting the message on Twitter, she's had several responses from other concerned parents.
@Morrisons this is a horrible example of gender stereotyping and @EverydaySexism. Please don't diminish girls in this way
- Rainbow Murray (@RainbowMurray) July 25, 2017
This is AWFUL. Shocked nobody at @Morrisons spotted this, in other areas they're actually quite good at equality & diversity.
- Meg (@megperryman) July 24, 2017
This is absolutely appalling, @Morrisons.It's Victorian.Rank sexism and misogyny. Girls must smile & be pretty, but boys have the big ideas?
- Irene Soldatos (@I_Soldatos) July 25, 2017
Morrisons responded to Shelley on social media, saying: "Sorry you feel this way! I've fed this back to our buyer for review. Thanks for raising this."
A spokesperson for the supermarket told The Sun: "Girls t-shirts with slogans like these are very popular with our customers - there are also girls t-shirts with 'I want to be a rock star' and 'girl power' messages in store now."
Alleged sexism within clothing was also pointed out recently by Debbie Dee when she saw the phrase 'Boys will be boys' printed on a jumper while shopping through Asda.
The mum posted a picture to Facebook saying: "Quite literally gobsmacked and raging to see this in Asda Huntly! This is so damaging we cannot possibly still be spouting this nonsense to our children."
While young Daisy Edmonds went viral after going on a two-minute-long rant last year about how the clothing offered by Tesco's was sexist.
Check it out here:
She was upset that boy's clothes would feature words like 'Hero' and phrases like 'Think outside the box', whereas girl's clothes would have 'Beautiful' and 'I feel fabulous' written on them.
Daisy says: "It's unfair because everyone thinks girls should just be pretty and boys should just be adventurous. I think that's wrong because why should boys and girls clothes even be separate because we're just as good as each other."
The video, which was filmed in Swindon, Wiltshire, has since racked up an amazing 2.1 million views.
Featured Image Credit: Twitter/Shelley Roche-Jacques