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Clothing retailer Jay Jays is under fire from lobby group Family First for marketing what it says are over-sexualised T-shirts to school students.
The T-shirts display images with slogans such as Miss Bitch, Miss Wasted, Miss Floozy, Mr Well-hung, Mr Asshole and Mr Pimp.
Family First director Bob McCoskrie said the sexualisation of teenagers and young children was a serious issue and he was disappointed with Jay Jays for marketing the T-shirts to children as young as 10.
"We should not be subjecting them to adult concepts, experiences or identity before they are mature enough to cope with them."
The attack came days after the Australian Childhood Foundation attacked Jay Jays' parent company Just Group in Melbourne for the same issue in Australia.
Just Group managing director Jason Murray said they stood by their decision to sell the T-shirts.
"The messages are light-hearted and are no more than humorous comments made by the wearers about themselves."
Massey University senior clinical psychologist Jan Dickson said the T-shirts might make children more vulnerable to sexual abuse. "T-shirts with messages such as Mr Well-hung and Miss Floozy may single the child out for attention from paedophiles."
- NZPA
