"At the beginning of 2016 we introduced non-gender specific labels in our own brand children's clothing, and this was followed by the removal of "girls" and "boys" signage in our shops which was replaced with photos of children modelling our clothes".
And let us be clear that John Lewis haven't changed their ranges in any way; they aren't wheeling out neutral colourways and patternless designs, or insisting our children dress as tiny, uniformed clones.
While many have praised John Lewis's decision to be more inclusive, others are up in arms, with some threatening to boycott the retailer.
About eighteen months ago, the store redesigned its labels - for children up to the age of 14 - to read "boys and girls" or "girls and boys". John Lewis said it is reviewing how its childrenswear is sold online.
They've also launched a new unisex clothing line for children, featuring dinosaur print dresses and spaceship tops.
John Lewis began in 1864 as a drapery shop on London's Oxford Street and has since transformed into a barometer of sorts for Britain's aspirational middle class, with 48 stores across the country.
To highlight that the products can be worn by both genders, John Lewis own-brand clothing will now say "Girls & Boys" or "Boys & Girls".
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John Lewis has become the first retailer in the United Kingdom to remove gender labels from its childrenswear clothing ranges.
The company operates an online shopfront in Australia however children's clothing on this website are still categorised by gender.
The goal of the changes is to combat gender stereotyping of children. One wrote: 'This shouldn't feel exciting.
Many clothing stores still produce gendered slogans on children's clothing.
'By following this fashion to go genderless, I fear they are supporting a wider movement which risks confusing children and foists adult worries on to young people, ' said spokesman Chris McGovern.
"It appears political correctness continues to march and, whether it is going in the right direction, is a point for debate". Men and women and boys and girls are biologically different despite rumors to the contrary. "I can not see many customers buying a dress for their six-year-old boy".