STYLE

Italian Brand Under Fire For Sexist Clothing Label

02/25/2015 11:52 EST | Updated 02/25/2015 11:59 EST

Well this is a step in the wrong direction.

Italian label Shoeshine is currently under fire for selling items with washing instructions that read "Give it to your mom -- it's her job." YIKES.

The label was first shared on Facebook by Italian politician Federica Mazzoni, who found it inside a cardigan her friend bought for her son.


"Doing the washing is not the mother's job, fathers are also capable of turning a simple knob," she wrote alongside the photo. She also said it "suggested women have no other skills than staying at home and that of turning a knob to 30" and that "it insults men as if they were not capable of doing a simple wash."

The 28-year-old, who works at the equality commission at the legislative assembly in Italy's Emilia-Romagna region, was so enraged she lodged a formal complaint with Italy's IAP advertising council.

Shoeshine's distributor Unipersonale, however, has dismissed the allegations.

"There is no kind of sexist iron," said a spokesperson. "It's just a simple joke aimed at teenagers who are our target."

Funny, we don't see anyone laughing.

This isn't the first time a sexist message has appeared on a clothing label -- a tag from British clothing company Madhouse featured similar laundry "instructions" that read, "Or give it to your woman -- it's her job."

As for Mazzoni, she seems to have the last word. "Meanwhile, the garment -- says my friend -- continues to lie in the basket of dirty laundry."

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