September 13, 2024Challenging Gender Stereotypes

10 Hidden Messages in High-Street Kids' Clothing (And Why We’re Saying No to Them)

Have you ever noticed how high-street kids' clothing is often divided by gender? It’s not just about whether the clothes are pink or blue, but about the deeper, subtler messages woven into the designs. From animals with specific traits to the typography used on the garments, these subtle design choices reinforce gender stereotypes from an early age. Is this really what we want for our children? At Ducky Zebra, we believe it's time to rethink how kids' clothing can look and feel.

In this article, you’ll discover 10 of the most common hidden messages in high-street kids' clothing, and why these messages matter.

1. Animal Imagery: Predators on Boys' Clothes, Prey on Girls' Clothes

High-street clothing often portrays boys as aggressive predators, with images of teeth baring lions, crocodiles and sharks. While girls often get images of cute, domesticated pets like rabbits and kittens. These portrayals teach boys to value strength and dominance, while girls are encouraged to be soft, gentle, and nurturing.

Research shows that early exposure to gendered expectations can encourage aggressive behaviours in boys and reinforce passive traits in girls. A study published in Aggressive Behaviour found that boys exposed to traditional masculine norms, such as toughness and dominance, were more likely to exhibit aggressive behaviours as they grew older.

2. Animal Eyes: Bold and Alert for Boys, Gentle and Demure for Girl

Take a closer look at the eyes of the animals featured on children’s clothes. Boys often get designs with wide-open, alert eyes, while girls get animals with half-closed, serene expressions. It’s a subtle hint that boys should be ready for action, and girls should be quiet and composed. Research shows that even these small visual cues can shape how children perceive their roles in the world.

3. Looks & Beauty in Kids' Clothes: Natural for Boys, Glamorous for Girl

Animals on boys' clothes are often shown without embellishment, while those on girls' clothes come with long lashes, flowers, and other beauty accessories. This further drives home the message that girls are expected to focus on their appearance from a young age. According to research from Common Sense Media, 80% of 10-year-old girls in the UK worry about their body image, indicating that societal beauty standards start influencing children early.

At Ducky Zebra, we intentionally avoid designs that emphasise appearance over actions, making sure that beauty is not a requirement for any child to feel valued.

4. Energy in Kids' Clothing: Active Boys vs. Calm, Serene Girls

It’s no surprise that boys' clothing is often filled with energetic imagery: volcanoes, skateboards, and footballs, while girls get tranquil scenes like butterflies and flowers. This divide teaches boys that they should be bold and active, while girls are expected to be quiet and nurturing. A study by the University of Glasgow found that children’s clothing can influence how kids see themselves, with boys more likely to choose active play when dressed in clothing with designs that promote movement or action, such as those featuring sports, vehicles, or adventure themes.

5. Facts vs. Fantasy: Realistic Designs for Boys, Dreamy for Girls

Boys’ clothing often features realistic, fact-driven imagery like dinosaurs or space, while girls are surrounded by mythical, dreamy creatures such as unicorns. This difference encourages boys to value logic and girls to embrace fantasy. Studies show that toys and media that promote certain career types (scientific or creative) based on gender can limit children’s academic and career interests.

6. Typography in Children’s Clothes: Bold for Boys, Delicate for Girls

Another hidden message lies in the fonts used on children’s clothing. Boys' clothes are covered with big, bold, capitalised fonts, while girls’ clothes feature small, lowercase, italicised letters. The message? Boys should be loud and take up space, while girls should be soft-spoken and gentle. The Fawcett Society found that over 70% of girls feel pressure to conform to societal expectations of being "good" or "well-behaved" from a young age.

7. Slogans in Kids' Clothing: Solo Messages for Boys, Friendship Themes for Girls

Slogans on clothes for boys are more likely to have solo, confidence-boosting phrases like “I am the future,” while girls’ clothing emphasises friendship and togethernes, such as “Best Friends Forever.” While both messages can be empowering, the imbalance creates a divide, telling boys they’re strong on their own and girls that they need others for support.

8. Nature Themes in Children’s Clothes: Adventure for Boys, Caring for Girls

Boys are depicted as active explorers, with mountain-climbing and adventure scenes, while girls are shown as protectors of nature, caring for flowers, bees and dolphins. While both traits, adventuring and caring, are valuable, they shouldn’t be gendered. Ducky Zebra is committed to creating unisex kids' clothes that celebrate all aspects of a child’s personality.

9. Food Images on Kids' Clothes: High-Energy Boys, Sweet Girls

It’s a common theme that boys’ clothes show hearty, savoury foods such as burgers and pizza, while girls get images of sweet treats: cherries, strawberries, and lollipops. This reinforces the idea that boys are high-energy and active, while girls are delicate and sweet.

10. Fit in Kids' Clothing: Comfortable for Boys, Frilly Outfits for Girls

Finally, let’s talk about fit. Girls’ clothing is often tighter, shorter, and designed with frills and decorative elements, while boys’ clothing tends to be looser and more practical. This difference in fit not only influences aesthetics but also impacts comfort and mobility. Research from Let Toys Be Toys found that girls' clothes are often more restrictive, making it harder for them to engage in active play. Meanwhile, boys' clothing is designed to accommodate movement, offering a more relaxed and comfortable fit. Such design disparities can reinforce traditional gender roles, with boys being encouraged to be more physically active while girls are nudged towards appearance over action

The Impact of These Messages on Kids

These seemingly small design differences may feel harmless, but they can have a big impact.Typically, between the ages of 2 and 5, children are busy observing the world around them and figuring out where they fit. According to a report by The Fawcett Society, by the time they reach 6 or 7, many already have fixed ideas about themselves, what they can achieve, and what activities or careers seem "right" for them. These early messages can go on to shape everything from school subjects to mental health and relationships later in life.

The Ducky Zebra Approach: Unisex and Sustainable Kids' Clothes

At Ducky Zebra, we’re committed to creating sustainable, organic cotton clothes that are free from gender stereotypes. We believe all children should feel free to be bold, kind, adventurous, or calm, without being limited by the clothes they wear.

By focusing on unisex designs and using eco-friendly materials, we’re not just making stylish, durable kids' clothes; we’re empowering the next generation to be whoever they want to be. After all, our children deserve clothing that celebrates their full potential, not clothing that confines it.