In addition to its new labels, John Lewis has also brought out some "non-gender specific" clothing, which includes pants, jumpers and dresses that feature images of dinosaurs, toy soldiers and spaceships.
She said it would give "greater choice and variety" to customers so that the parent or child "can choose what they would like to wear".
Writing on John Lewis' Facebook page, David Hollingworth said: "Your bowing to politically correct nonsense over children's clothes labelling is ridiculous".
Let Toys Be Toys, the campaign for gender-neutral toys, said: "To us, this is a simple, common sense move, helping parents and children to freely pick the clothes they like best". "It's fantastic news and we hope other shops and online retailers will now move in the same direction". It's not just about colours as then we have slogans that require to certain negative stereotypes about men and women in society and specific themes.
The store announced that it has removed labels reading "boys" or "girls" on clothing from its in-house brand, replacing them instead with tags that read "boys and girls" or "girls and boys".
While many have praised John Lewis's decision to be more inclusive, others are up in arms, with some threatening to boycott the retailer. Isn't a generalised "clothing" section, with no partition between male and female, containing all manner of cosy jumpers, leggings, shirts and dresses with lions, flowers, dinosaur and star prints only a good thing?
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.
'I think removing them could be very confusing for the consumer. "In isolation, one retailer introducing unisex clothing and labels would not be an issue", McGovern wrote. Why shouldn't girls like cars and boys like Unicorns!