Tesco in sexism row over tough shoes for boys
...while it sells ‘sensitive soles’ for girls
TESCO was yesterday accused of sexism for selling girls’ school shoes with ‘sensitive soles’ while boasting its boys’ shoes are tough enough to last in the playground.
A teacher accused the supermarket of reinforcing gender stereotypes by targeting girls with ‘pretty’ butterfly shoes while boys were offered ‘durable’ styles with dinosaur motifs.
Lauren Smallcalder, 37, claimed Tesco’s marketing of the back-to-school shoes implied that only boys were active while girls were ‘delicate’.
She said the approach encouraged pupils at her school to think they could not like certain things because they were ‘not for them’.
The description of the boys’ Airtred shoes on the Tesco website reads: ‘Make school days more fun with these black trainers which feature a dinosaur motif and have a light on the soles, with the on/off button on the side.’
It promises ‘all- day comfort’ and adds: ‘These school shoes feature our upgraded outsoles for three times more durability – ideal for withstanding playground activities.’
The description of the girls’ Sensitive Sole shoes also labels them as comfortable. But it adds: ‘ Embroidered with a pretty butterfly motif to the toe, the shoes have a light-up feature at the soles that can be turned on or off with a discreet button. There is also a butterfly motif in pink to each sole.’
Miss Smallcalder, from Bournemouth, said: ‘When I saw the shoes I was really annoyed. I was really irritated that yet again girls and boys are being put in ever limited boxes and having expectations loaded on them. They label the boys’ sole as being great for being active and as hard wearing but describe the girls’ sole as “sensitive”. Do little girls aspire to be “sensitive”?
‘It’s bizarre. Shoes are there to perform a function and we want boys and girls to be as active as possible, not restricted by the idea that they should be restrained and delicate.’
Miss Smallcalder said even the animals on the shoes pointed to gender stereotyping.
‘Neither are just for boys or girls. All kids love dinosaurs and butterflies are awesome too,’ she added. ‘To me the butterflies just seem to reinforce the idea that girls are delicate and sensitive, whilst boys are expected to be strong. It’s ridiculous and surreal, soles are functional.’ She said her pupils were affected by a ‘drip, drip message’ of ‘ everyday sexism’ and were put off activities associated with the opposite sex.
‘I feel like I am fighting a losing battle when I try to counterbalance such a pervasive message by telling the kids that boys and girls can be interested in and play with anything they want,’ she said. ‘It’s definitely reinforcing stereotypes.’
A spokesman for Tesco said: ‘ We have listened to feedback from our customers and will be updating the wording on our website.’