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A mother of two was left furious after finding sexist washing instructions in her daughter's hat.

Sian Robson, 52, found that the label inside 13-year-old Caitlin's winter hat suggests quite clearly that 'mum' does the cleaning.

The message reads: "...or give this to your mum, she'll wash it".

(Image: Mercury Press & Media) (Image: Mercury Press & Media)

Sian said she's disappointed by fashion retailer Missguided and has called on the brand, which prides itself on 'girl power', to remove its sexist joke.

The university manager feels the wording is insensitive and sends the wrong message to impressionable youngsters.

Sian, from Ashford, Kent, said: "At first I didn't believe that a female fashion brand would put something like that on a product.

"My daughter told me to look at the washing instructions in her hat because they are awful. It's not something you would expect to see.

"It just didn't sit right with me. I looked on the Missguided website and I noticed they were all for promoting girl power.

"They seem like a brand that want to encourage young women to break stereotypes so I'm not sure why they would have something like this in their clothing.

(Image: Mercury Press & Media)

"Although the hat is for adults a lot of their customers are young teens, they should be encouraging them and showing them that men can also do the household chores.

"I understand it was probably just a joke but I think it is quite insensitive. Especially in this day and age, it isn't the sixties anymore.

"I just don't think it needed to be in there, even if they just put 'parents' it's still not really needed. I know they're trying to be funny but it's a bit naff.

"I'm sure that a lot of men and dads would admit that they also help with the washing, it isn't something to be embarrassed about. I'd just rather they remove it from the hat, it isn't needed."

On its website, Missguided, which sells affordable clothing directed at a female teen market, claims its mission is to 'empower females globally to be confident in themselves and be who they want to be'.

The same company was blasted last year after putting up a neon sign in London shopping centres that read: "Send me nudes x".

(Image: @RachelGardnerRA/Twitter)

Customer called the signs, which appeared in Bluewater, Kent, and Westfield in Stratford, East London, "terrible" and "inappropriate".

"Disrespectful, exploitive and very dangerous! Change the message now!" said one parent.

Sian said she's since raised the latest issue with Missguided, but has yet to receive a response.

"I did tweet them and they seem to be really responsive on there," she said. "I haven't had a reply yet but there is still time.

"I'm not a person who complains a lot about things being sexist but I can see that these instructions aren't right."

Missguided declined to comment. A marketing tactic, then?

Two years ago, another shopper directed her anger at the fashion label for exactly the same reason.

Italian MP Federica Mazzoni, 30, who works for the equality commission in Emilia-Romagna, was incensed when a friend bought the Shoeshine cardigan for her son.

She says she found the label offensive. Beneath a list of ordinary washing instructions , including "Machine wash cold" and "Do not dry clean", the Democratic Party MP found the instruction: "Or give it to your mum, it’s her job".