Group of mums speak out against popular clothing chain for selling 'inappropriate' baby onsies: 'Definitely weird and wrong'

By ASHLEY NICKEL, NEWS REPORTER, AUSTRALIA Published: 12:27, 29 July 2026 | Updated: 12:30, 29 July 2026 New mothers have lashed out at Australian retailer Best and Less for advertising a baby onesie for sale that many described as highly inappropriate. The $12 pink, long-sleeve bodysuit features the words 'emotionally available' across the chest, a phrase commonly used on the dating scene. One concerned customer shared a photo of the outfit online to a mother's group and asked: 'Am I reading too far into this or is this just weird?' The woman on Wednesday said she found the item in Best and Less the day before and 'did a double take' when she spotted the wording. 'I thought it said ''emotionally unstable'' which I think would have been funny but ''emotionally available''... What? 'Is there something I'm missing or is this just a bit strange? 'Emotionally available is a term people use in regard to dating or looking for a relationship. Totally inappropriate and plain weird to put on baby clothing.' One of the mothers told The Daily Mail they were tired of children's clothing having references to mature situations.  Best and Less customers slammed a baby onesie (above) featuring the phrase 'emotionally available' The mothers' group questioned why Best and Less (above) featured a dating phrase on a child's item 'It's pretty disturbing that a brand would make and sell clothing for children with logos relating to adult concepts,' she said. 'I'm not surprised other mums have lodged complaints. It's baffling that the design was approved. Who thought that it was a good idea?' Dozens of commenters under the post agreed the bodysuit was 'weird'. 'Oh wow, that is definitely weird and wrong,' one wrote.  'It's so bizarre. I took a photo of this the other day to show someone. Majorly yuck!' another said. 'Ew, for a child?' a third wrote. Yet another commenter claimed the inappropriate messaging was something she had noticed in several children's clothing pieces, but felt awkward pointing out. 'It's extremely weird. I am so sick and tired of baby and children's clothing being sexualised, it's weird. And if you dare to bring it up, you get called a creep,' she wrote. Dozens of commenters (above) agreed the onesie was 'weird' What messages do you think are appropriate or inappropriate for kids' clothing and where should brands draw the line? What's your view?The mother who shared the photo was relieved she wasn't alone in finding the phrase odd. 'I'm glad it's actually as weird as I think and I'm not misinterpreting it!' she wrote. 'I was almost going to say something to one of the workers yesterday. I know it's not up to them what they sell but I'm sure feedback makes some kind of difference.' One commenter claimed they had 'lodged a complaint' with Best and Less about the item.  Best and Less faced similar criticism in 2016 for a series of children's items. Those included a girls' shirt featuring a dachshund alongside the words 'love you long time', a boys' jumper with the words 'ladies man' and a boys' shirt with the words 'I'm only here for the ladies'. The Daily Mail has contacted Best and Less for comment.