FFE Magazine

Norway says no to sexist baby Clothes

by FFE EU News Staff




Danish baby fashion brand Name It has been receiving online flak since Sunday after an angry blogger posted photos of their latest baby clothes: a pink babygrow with the word ‘hjerteknuser’ or ‘heartbreaker’ and a blue babygrow with the word ‘adm.dir’ or ‘chief executive.’


The blogger, who was aptly named Sinnadamen or Angry Lady, posted the photos on her website and said that the babygrows were a type of ‘indoctrination from an early age.’ She then criticised the company for selling sexist wares, saying ‘We bought no babygrow here. We found another shop: One that does not insinuate that you need a penis to get on in the world.’


Sinnadamen’s post has been shared 1,000 times on Facebook. At Twitter, some prominent Norwegians have also aired their sentiments on the misguided babygrows:



Education and Research minister Torbjørn Røe Isaksen said ‘Correction: If I have a daughter she will be CEO. and heartbreaker. I do not want to choose one.’



 Journalist and editor Susanne Kaluza meanwhile said ‘The problem is that they write “CEO” under boy clothes / “heartbreaker” in girls. Is this a good message to send to children?’


Name It, which is part of Denmark’s popular fashion shops Bestseller, explained through their Facebook page that the clothes were not meant to offend and that the colours were not particularly reserved for certain genders.




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