Empowering kids’ fashions fight stereotypes

TORONTO — While several retailers have faced a recent backlash over kids’ clothing criticized as “sexist,” a few companies are taking pains to offer gender-neutral or empowering garments.

Carolyn Danckaert and Aaron Smith had trouble finding empowering books for their four young nieces, so they decided to create their own. The spouses co-founded the website A Mighty Girl, curating a collection of books, toys, movies, music and clothing. Danckaert said a T-shirt bearing the quote “Though she be but little she is fierce” from Shakespeare’s A Midsummer’s Night Dream is a popular option among young girls.

“People are just excited to find these things because if they’re used to going to conventional stores where these types of empowering products aren’t represented, they’re not as easy to find,” she said from Pittsburgh.

Ian Black and his wife, Cheryl, recently acquired Runalicious, a Nova Scotia-based running-inspired women’s apparel company that also creates clothing for youth.

Silhouettes of female runners stretching or in mid-stride are among the images seen on shirts featuring messages like “5K Girl” and “Some Girls Chase Boys ... I Pass ’Em.”

“It’s been just positive,” Black said. “We’ve also run a couple of competitions for people to come up with their own phrases as well.”

Phrases on T-shirts have landed some companies in hot water of late.

Target came under fire for baby boy pyjamas with a Superman logo and the words “Future Man of Steel” while a similar girls’ item featured the line: “I Only Date Heroes.” And a junior tee sold at Walmart emblazoned with the words “Training to be Batman’s Wife” led to an apology from DC Comics and a promise to review its licensing and design process.

Danckaert said representations of girls are becoming more diverse. But when she posts stories related to kids’ clothing controversies, there’s a minority who argue that those who don’t like the garments shouldn’t buy them.

“The company’s not going to understand what the critique is with the product — ‘Why aren’t you buying it?’ — unless you’re communicating with them,” Danckaert said.