IN the battle of the sexes, sparring over who should do the washing is nothing new - but one clothing company sparked a Twitter outcry after the chauvinist label in a pair of its trousers was judged below the belt.
Madhouse, a chain of discount men’s clothing stores, was branded “shameful” and “outrageous” by hundreds of Twitter users, because of the label’s washing instructions to ‘Give it to your woman’.
The beige pair of chinos in question were purchased in London at Madhouse’s flagship Oxford Street store last month.
The incident shows the power of Twitter to embarrass companies which make such gaffes. Last year, Topman was forced to apologise and remove a range of t-shirts from shelves after Twitter users said they were sexist.
One t-shirt said: “Nice new girlfriend – what breed is she?”
Vanessa Truskey, a publicity executive, commenting on the Madhouse trouser label, tweeted: “Lately I can't tell which decade I'm living in. What brand are those trousers?! I can only assume that's a joke.”
Another tweeter, Julia Hines, the chair of charity Age UK in Barnett, London, agreed, writing: “That is extraordinary! Name and shame the brand (presumably shopping is also women's work).”
However, certain Twitter users thought the ‘advice’ was light-hearted and funny.
Paul Reeves, from Surbiton, tweeted: “I literally cannot see why people are so upset by a bit of humour in some trousers.”
Madhouse did not respond to requests for comment.