'Daring' undies at Kmart spark outrage

A range of girls' underwear containing slogans such as "I love rich boys" and "call me" has been removed from shelves at Kmart's Bayfair store after public outrage.

Groups that campaign against the sexual exploitation of women have said that the Girls Xpress clothing range reduces girls to sexual playthings.

Bay of Plenty Times inquiries were directed to an Australian Kmart spokeswoman, who confirmed the range had been for sale at Bayfair and was removed from that store and all New Zealand stores on Tuesday. The Girls Xpress range had also been on sale in Australia.

Tauranga child psychotherapist Augustina Driessen said such slogans on girls' underwear were "selling gimmicks" and were "too daring and too provocative".

"The girls shouldn't even be thinking about that. Let children be children. Let them wear normal underwear without sexual connotations."

The slogans were a form of brainwashing, Mrs Driessen said. "I can imagine they go out there and tell the boys, they say 'show me'. One thing leads to another."

Kmart managing director Guy Russo apologised and said the underwear would be removed from all stores immediately.

"They are inappropriate and we will not be selling any such product in our stores," he said.

"I sincerely apologise for our actions and this will not happen again."

Collective Shout spokeswoman Melinda Tankard Reisttold said the products were part of a trend to sexualise girls by treating them as older than they are. "We're delighted that Kmart has acted so quickly, and once again this highlights the power of individuals to affect corporate behaviour," she said.

Child protection campaigner Hetty Johnston said the range was "disgraceful".

"I really think that retailers have to understand that we don't like our children being sold for sex," she said.

They were aimed at girls 16 and older.

Two years ago, Cotton On Kids sold baby clothes featuring slogans such as "I'm a tits man", "The condom broke", "I'm living proof my mum is easy" and "Mummy likes it on top".

The company refused to withdraw the clothes, saying there was "a place in our society for provocative humour that pushes the boundaries". In 2007, World released children's T-shirts emblazoned with "Future Porn Star", which designer Francis Hooper defended as "humorous and irreverent".

The year before, World had produced a range of T-shirts for Starship Foundation, a charity which supports Starship Children's Hospital.

In 2008, Jay Jays removed a range of T-shirts featuring slogans including "Mr Well-Hung" and "Miss Floozy" after criticism.