I recently received feedback that Ducky Zebra doesn't always look like a brand that's challenging stereotypes because many of our designs feature blues and greens. As a result, some people felt our designs were closer to traditional “boys’ clothing” than they'd expected.

I understand where that observation comes from. A lot of our prints are inspired by the natural world: countryside adventures, oceans, rivers, wildlife and even space. Naturally, those themes bring plenty of greens and blues into our colour palette.

But challenging stereotypes in children's clothing is about so much more than just colour.

When we started Ducky Zebra, we spent a lot of time looking beyond the obvious. We looked at the messages hidden in the details of children's clothing and the stories those details tell. In this article, we explore some of those details and what children's clothing can communicate beyond colour alone.

The Different Stories We Tell Boys and Girls

Traditionally, clothing aimed at boys and girls often tells very different stories. Boys' clothing is frequently built around ideas of adventure, bravery, action and confidence. The messaging is often loud and bold, with large capitalised fonts and strong statements. Animals are often shown alone, sometimes as fierce predators with bared teeth, reinforcing ideas of strength, competition and heroism.

While these are all positive qualities, what is often missing is an equal focus on kindness, friendship, empathy and cooperation.

Girls' clothing tends to tell a different story. Friendship, caring for others and emotional connection are often celebrated. Alongside this, there is often a strong focus on appearance - being pretty, cute or beautiful. Typography is often smaller, more delicate or italicised, encouraging a quieter presence rather than a bold statement.

The result is that boys are often encouraged to be adventurous but not necessarily caring, while girls are encouraged to be caring but not always adventurous. Yet children are far more complex than these narrow categories. They deserve to see themselves reflected as brave and kind, confident and compassionate, adventurous and thoughtful.

Even the Smallest Details Matter

The stereotypes found in children's clothing don't stop at colours, slogans or obvious themes. They often appear in the smallest details. Take nature, for example. Clothing aimed at girls is often filled with flowers, butterflies, rainbows and messages about loving or protecting nature. Clothing aimed at boys is more likely to focus on exploring nature, conquering the outdoors or encountering wildlife. One celebrates beauty and care; the other celebrates action and adventure. In reality, children of all genders can love both.

The same themes can be seen across many other aspects of children's clothing. Boys are more likely to be shown realistic animals, vehicles, sport and STEM-related imagery, while girls are more often offered fantasy creatures, decorative motifs and cute, idealised versions of the world around them.

Food can become gendered too. Boys' clothing is more likely to feature savoury or energy-focused foods, while girls' clothing often leans towards strawberries, cherries, cupcakes and sweet treats.

Practical features can tell a story too. Girls' clothing often costs more despite being smaller and frequently offering fewer functional features. These may seem like tiny details when viewed individually, but together they send powerful messages about what children are expected to enjoy, value and aspire to be.

What We Try To Do Differently

At Ducky Zebra, our goal isn't to swap one stereotype for another. It's to give every child access to the full range of positive qualities and interests.

That's why you'll find rainbows, flowers, butterflies and bees alongside vehicles, sport, exploration and adventure. You'll find sweet treats, such as strawberries and honey alongside food such as corn, eggs and milk. We want children to see a world that is broad, varied and open to everyone.

Our animals are rarely shown alone. Instead, they appear together, helping one another, sharing adventures and building friendships. We want our designs to celebrate cooperation as much as confidence.

Every item includes our splash 'power button' (often tucked inside a pocket), which acts as a reminder to splash kindness and confidence into the world - even at times when it might be tough. Where possible, every garment includes pockets because practical clothing shouldn't depend on who it's marketed to. And there is no pink tax. Our products are priced according to what they cost to make, not according to who they are designed for.

Most importantly, we try to design clothes that reflect children as they really are: curious, caring, adventurous, imaginative, confident, thoughtful and full of potential.

Why Challenging Stereotypes in Children's Clothing Is About More Than Colour

Colour is one way that stereotypes can be reinforced or challenged, and it's an important part of the conversation. But it's only one part.

The messages children receive from clothing are shaped by the words, imagery, stories, practical features and assumptions woven into every design. Those details matter because they help shape how children see themselves and the possibilities available to them.

At Ducky Zebra, every print begins with a simple question: what message does this design send? Because we believe children shouldn't have to choose between being adventurous or kind, confident or caring, bold or gentle. They should be free to be all of those things.