Retailer HEMA Makes Children's Clothing Gender Neutral

By the end of this year, HEMA will remove all gender indications on children's clothing. The retailer is the first Dutch chain to take such a step. According to HEMA, the company received an increasing number of requests from customers, often younger ones, to make clothing gender neutral. Two years ago, a 10-year-old girl asked the retailer on Facebook for cooler girls' underwear, because she disliked the old-fashioned pink hearts. Purchasing Director Trevor Perren states that the assortment will also become more varied.