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Marks & Spencer has been accused of sexism and “prehistoric thinking” over school uniform labels which bear the words “less work for mum”.

The labels are on a range of girls' and boys' school trousers which have reinforced hems that “stay up for longer, so that’s less work for Mum!”

The store has been criticised by gender equality campaigners who have said it was an example of the “casual sexism” that fathers continually face from high street retailers.

M&S apologised for the labels saying they did not intend to offend parents and had already changed the packaging for the new range which would be in stores in May.

But Sam Smethers, chief executive of the Fawcett society, described the labelling as sexist.

"This isn't just sexism this is M&S sexism” she said, continuing "we slip into these lazy stereotypes as easily as a pair of their comfy slippers. It's 2017, time to recognise that dads can sew too."

Matt O’Connor, founder of Fathers 4 Justice, told the Standard: “It’s prehistoric thinking that it’s just mum’s who raise children. It’s an idea that needs to be consigned to the dustbin of history.

“A third of all child care is done by fathers but we’re still faced with these continual issues of general casual sexism from retailers.

“We represent 80,000 families in the UK and these issues are constantly raised with us.

“It’s like the name Mothercare it implies only mum’s care. Or the women only baby changing rooms in Sainsbury’s.

“It’s certainly discriminatory and we are currently discussing direct action, pram protests, sit ins to challenge anti-father discrimination by retailers.

“The message to M&S is change your labelling.”

But some people defended the high street store taking to social media to argue in reality mothers are more often responsible for childcare.

One woman, tweeting under the handle Anastasia, posted: “@marksandspencer in trouble over its ‘less work for mum’ label but the fact is mums do the majority of childcare and housework”

Another user named CJ wrote: “Less work for Mum! I am buying M&S #MarksAndSpencer well done! Spend more time with my family. XX”

A spokesperson for M&S said: “It was never our intention to offend parents. In fact, we had already changed our packaging for the new range, which will be available from May.”