A menswear company based in China has ignited a fierce online debate and accusations of sexism due to a controversial laundry care tag attached to its clothing. The tag, which provides no actual washing instructions, instead advises customers: "Please give it to your beloved woman, she knows everything."
Details of the Controversial Tag and Brand Identity
The incident came to light when a coat manufactured by the Jiangsu-based Gu Zhuo Kang Zheng Garment Company was found with this tag. The tag was printed in both Chinese and English and featured two QR codes linking to the brand's social media accounts rather than useful care guidelines. This company is also known for owning other brands, including Labour Union.
The tag's message, which assumes domestic laundry duties fall solely to women, quickly drew sharp criticism after being shared online. It echoed similar past controversies where tags read "Give it to your mum" or "give it to your girlfriend."
Netizens React with Fury and Defence
The viral tag triggered a storm of mixed reactions on Chinese social media. Many users condemned the label as regressive and exploitative.
One critic pointedly asked, "How come you let your beloved women do the chores for you? This is apparent exploitation." They suggested a better alternative would be to print actual washing instructions with a note saying, "please finish reading this and learn how to wash clothes for the sake of your beloved person." Others called for a boycott of the brand.
However, some netizens defended the tag, arguing it was being overly scrutinized. "I do not think there is any problem with the tag. I do not understand how this could cause a confrontation between men and women," one user stated. Another commented, "It is not necessary for girls to be so sensitive."
Company's Apology and Explanation
Facing significant public backlash, the company issued a formal apology. A spokeswoman, identified as Sister Yang, stated that the brand never intended to discriminate against women or provoke gender opposition.
She attributed the controversy to "inappropriate expression" and errors in English spelling on the tag, which led to public misunderstanding. Yang explained that the core issue was that customers of both genders had previously ruined clothes made from special materials by not following specific washing methods. The tag was a misguided attempt to ensure proper garment care, though it backfired spectacularly.
This incident follows other recent controversies in China over gendered language in marketing, such as a milk tea brand criticized for exclusively calling delivery workers "brothers" despite having female employees.
