Science-themed girls clothing line inspired by mom fighting gender stereotypes

Science-themed girls clothing line inspired by mom fighting gender stereotypes

(TODAY Moms, Lands' End)


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DODGEVILLE, Wis. — A popular retailer unveiled a new T-shirt line this week inspired by a New Jersey mother who wasn’t afraid to challenge gender stereotypes in children’s clothing.

Lisa Ryder’s 9-year-old daughter is crazy about science. Her passions range from oceanography to outer space, and she dreams of someday becoming an astronaut, her mother says.

Last month, Ryder and her daughter were browsing a Lands’ End catalog when they came across what her daughter quickly deemed “the coolest shirt ever” – a “NASA Crew” design in the boys’ section, according to TODAY Moms. Other options included “realistic” prints of planets, the solar system, sharks and dinosaurs — the stuff this girl’s dreams are made of.

The pair quickly poured through the pages to find a similar line in girls’ sizes, but were lost in a sea of sparkles, rhinestones, princesses and puppies. Science, it seemed, had no place in this section of the catalog.

These options didn’t quite cut it for a girl who “has read more books on sharks than I ever knew existed and follows NASA news,” Ryder said.

Frustrated and disappointed, Ryder took to the Lands’ End Facebook page, asking Lands’ End corporate to put an end to gender stereotyping in its products.

“My daughter was very confused,” she wrote. “Lots of her friends that are girls love science, too. Why were there no cool science shirts for girls?”

Ryder noted the company’s use of the word “mighty” to describe clothing meant for boys, while girls’ tees are marketed as “adorable” — unacceptable for the year 2014.

“Simply buying my daughter one of your 'boy shirts' is not the answer because it perpetuates the idea that science is a boy thing that she happens to be participating in,” she wrote. “My daughter is mighty and she loves science. Until you recognize that it’s not only boys that can fit that description, I’m afraid our family will no longer be shopping in your stores.”

It didn’t take long for Ryder to realize she wasn’t alone in this sentiment. Her Facebook letter quickly went viral with dozens joining the conversation in support of her plea.

“Let’s not relegate pastels are cuteness to girls only. Let kids decide what they like,” Amy Bradstreet commented. “Children have myriad of interests, from botany to cooking, from the arts to gaming, from books to animals — the possibilities are endless and there are no genders assigned to any of them.”

One commenter highlighted the responsibility parents have to help neutralize the gender stereotyping: “It is the messages we send to our little girls (and boys) that shape their ideas of themselves and who they can and will become,” Patricia Basso wrote.

Ryder’s letter caught the eyes and ears of Lands’ End, and the company promptly responded to her post.

“Thank you for your honest feedback — we sincerely appreciate it,” the company wrote. “Please be assured that we are currently sharing your comments with our Catalog Creative and Kids Design teams.”

In this case, mom must be obeyed. Less than a month later, the company revealed another science-themed T-shirt line — this time, for girls. At $16.95 each, the space-themed T-shirts include images of the solar system and that NASA Crew logo Ryder's daughter loved so much.

It pays to listen to your customers — the shirts available for preorder sold out fast, with many parents lamenting they weren’t able to get them before they were gone, TODAY Moms reported.

“Please know that Lands’ End would never intentionally discourage children from pursuing anything that they put their minds and hearts into, whether it’s music, art, sports or academics,” the company posted. “We will be offering more educational-based, gender-neutral graphics for back to school and throughout the fall season.”

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Jessica Ivins

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