Retailer sparks controversy with sexist back-to-school sweatshirt

Retailer sparks controversy with sexist back-to-school sweatshirt

J.C. Penney drops product from stores as consumers show disgust.

Customers recently accused retailer J.C. Penney of being sexist for selling a sweatshirt promoting the message, “I’m Too Pretty to do Homework, so My Brother Has to Do It For Me”.

Marketed to 7-16 year olds, the sweatshirt appeared in J.C. Penney’s back-to-school range.

Consumers and critics accused the retailer of sending out the wrong message to the tween-age generation and branded the sweatshirt sexist.

An online petition against the sale of the sweatshirt received over a thousand signatures.

J.C Penney quickly acted on this and pulled the sweatshirts from its website and stores within hours.

Speaking at the time to American media through a spokesperson, J.C. Penney said, “We agree that the ‘Too Pretty’ t-shirt does not deliver an appropriate message and we have immediately discontinued its sale … We would like to apologise for any concern we may have caused”.

The US retailer added that it will now investigate how the sweatshirt slipped through the screening process.

In our opinion the decision to pull this rubbish from their shelves is a sound one especially in an era where young kids are constantly exploited with messages that are counterproductive to their self-esteem; the sad statistics on depression are evidence of this.

Do you think Australian retailers would have allowed this sweatshirt to be sold in their stores?

The ImageMaker
The ImageMaker
The ImageMaker is a blog that provides short, succinct articles reviewing the key editorial, commentary and opinion pieces in the major international news outlets each week with specialised commentary from an image / brand management and entrepreneurship perspective. Our coverage ranges from front-page news, to Business, Economy, Tech & Science, Life & Culture and anything else that we see fit to comment on. The ImageMaker is also a place for dialogue - we feel that news services today should be interactive and should involve readers. That’s why we offer a prominent space on every page for our regular readers, for up-and-coming players in politics, business, sport or entertainment, and for people who find themselves in interesting places at interesting times, to share their views. Stay informed, and save time.
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