A mum-of-two has criticised Poundland for selling a babygrow emblazoned with the phrase 'Lock Up Your Daughters'.
Rebecca Roache accused the budget retailer of misogyny and sexism, claiming the garment would encourage young boys to become "sex pests".
Sharing a photo of the £1.50 babygrow on Twitter, Ms Roache wrote: "It's never too early to start training boys to be sex pests, eh @Poundland? #everydaysexism".
Ms Roache, who is a a senior lecturer in philosophy at Royal Holloway University of London, said the outfit was "depressing", and could negatively influence child's attitudes towards women in later life.
"It sends out this message that boys will be boys – they can just run wild and do not need to take responsibility for their actions or whatever they do," she said.
"It is a subtle message but implicitly there is a sexual context to it that men dominate women."
Parents have flocked to support the furious mun online saying the clothing "places the male infant as a sexual aggressor" but others have branded her an "oversensitive snowflake."
The babygrow is suitable for infants up to 12 months old, and is sold alongside a pink version aimed at girls, which has the slogan ‘Mummys [sic] little diva.’