A Wellington woman has called on Kmart to remove gendered labels from its clothing after her three-year-old daughter fell in love with a dinosaur T-shirt for 'boys'.
India shared an adorable photo of her daughter on Facebook sporting her brand new top from the popular department store. The problem is her new shirt, according to the label, is for boys age 1-7.
"Hey Kmart... get with the program already would you?!" India labelled the post. "Why the hell are all the cool T-shirts labelled 'boys'? What makes this T-shirt a boys T-shirt anyway?!?
"Girls can only wear a dinosaur T-shirt if it's pink and full of sequins?! Honestly, it is beyond ridiculous. Get in the modern world you archaic bunch of fossils... down with gendered kids clothes and down with lame girls clothes."
The woman told Newshub she offered some of the female-labelled clothing to her three-year-old, who was not interested.
"When we went over to the girls' T-shirts they were pretty terrible, [printed with] a couple of kittens or fairies.
"I showed her a mermaid one and said 'do you want one of these' and she said 'no!'" Springle laughed.
"But it's all right there on the label - these ones are for girls, the others are for boys. It pissed me off! Why is not just a kids T-shirt?"
India received a lot of support for her Facebook post, but also some backlash. She shared some of the aggressive messages she was sent in the comments of her post.
Kmart didn't address the labelling directly, but said in a statement to NZME: "At Kmart, our store design is set up to assist customers with a convenient shopping experience based on their shopping behaviour.
"At Kmart we are constantly listening to our customers and incorporating their feedback to both future product ranges and store design."