UK department store John Lewis has become the first retailer in the UK to remove the "boys" and "girls" labels on children's wear.
The department store says it does not want to "reinforce gender stereotypes" with its children's wear, which now has unisex labels on all clothing from 0-14 years.
Caroline Bettis, the head of children's wear at John Lewis, tells The Guardian it wants to "provide greater choice and variety to our customers, so that the parent or child can choose what they would like to wear".
It has also launched a new unisex clothing line for children, featuring dinosaur print dresses and spaceship tops.
School uniforms are still in gender categories but are expected to switch to unisex soon, The Guardian reports.
The John Lewis website still includes boys and girls sections, but this is reportedly under review and likely to be switched to line up with stores.
Reactions on social media to the decision have been mixed.