Parents urged to boycott sexy-slogan T-shirts

Supplied/The Press

WRONG MESSAGE? A girl examines the Little Losers range stocked by Jay Jays, which includes the two T-shirts on the left. A family group has called on parents to boycott shops that stock the line.

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A family group has called on parents to boycott shops that stock a line of T-shirts, carrying sexually suggestive slogans, for children as young as 10.

Family First New Zealand is also calling for a national debate on the "sexualisation" of children and teenagers.

Retailer Jay Jays is selling the Little Losers line of T-shirts, emblazoned with slogans such as Miss Bitch, Mr Well-Hung and Miss Floozy.

They are made by Florida company David and Goliath, and the line also includes Miss Wasted, Mr Pimp and Mr Drunk.

Family First national director Bob McCoskrie said the T-shirts sent a terrible message to impressionable adolescents.

"It is time the business community, which includes retailers, advertisers and the media, demonstrated social leadership in this area," he said.

"The sexualisation of our teenagers and young children is a serious issue, and these shirts are just one example of many where profits are being put before the safety and well-being of our children and families," he said.

"We need to let children be children. We should not be subjecting them to adult concepts, experiences or identity before they are mature enough to cope with them."

Jay Jays today said it had taken all T-shirts from the Little Losers' range out of window displays in its New Zealand and Australian stores.

It also said it would not restock any Little Losers' T-shirts that had motifs with alcohol-related messages or sexual innuendos.

Jay Jays had last night stood by its decision to sell the Little Losers range.

Jason Murray, the managing director of Australia's Just Group, which includes Jay Jays, Just Jeans and Jacqui E, said the international brand was popular in many countries.

"The messages are light-hearted and are no more than humorous comments made by the wearers about themselves," he said.

"They do not poke fun or send offensive messages about other people.

"We are disappointed that there has been some criticism over the past 24 hours of some of the messages in the range, and we encourage our consumers to decide for themselves."

Little Losers also has Miss BJ, Miss Slut and Mr Masturbate in its range, but Jay Jays has decided not to stock them.

A shop assistant at a Jay Jays branch in Christchurch said the T-shirts were popular.

Jay Jays shopper Leanne Mora said she would not buy her 11-year-old daughter the T-shirts, although she had seen worse.

"I would never let her wear one," she said. "I thought the little Miss Bitch was inappropriate."

The two David and Goliath stores in Christchurch do not carry the line.

Rob Johanson, who manages the Riccarton Mall franchise of David and Goliath, said the shop had decided not to stock the T-shirts because it did not think they were appropriate.

"I'm sure we would have made lots of money from them. but you've got to look at your own personal values," he said.

- © Fairfax NZ News