New Look forced to withdraw ‘sexist’ t-shirts

High street fashion chain New Look has been forced to remove a range of men’s t-shirts featuring a young woman sucking a whistle and clutching a football between her thighs under the words “Fantasy football….starting XI….let the kick-off begin”.

new look

The t-shirts were removed after customers took to blogs, twitter and a newly created Facebook group dedicated to campaigning against the tops to declare their outrage and intention to boycott the retailer.

The retailer’s PR team issued a statement to the campaign leaders saying the men’s ‘fantasy football’ clothing been removed from sale.

new look

“It was never our intention to cause upset to our valued customers and for that we apologise,” the statement said.

According to one blogger Sarah Anderson, writing on ‘shoutingoutthewindow.wordpress’, the range was in a prominent place in the store they visited, “visible as you travelled up the escalator from womenswear to accessories and the youth range aimed at ages 9 to 15.”

Many of the complaints had focused on the retailer’s Corporate Social Responsibility commitment to helping young people deal with issues, including ‘body image’, and “eating disorders.’

The retailer’s support of B-eat, a charity which helps adults and young people overcome eating disorders, was also highlighted.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here