The Japanese Fashion Brand Insulting Women Everywhere

04/06/2014 08:16 | Updated 20 May 2015

The way Japanese clothing company Fatyo has decided to label sizing is completely mental. Trust us, you've never seen anything like this before.

To outline size, the brand uses descriptions such as "Twitch, Skinny, Fat and Jumbo" as opposed to small, medium, large, extra large.

So far, so incredibly insulting. And while Fayto's website claims to follow the "Fat = Cool" concept, and the brand maintains its "fat stance" is a positive thing - we can't help but feel it's actually quite offensive.

Take a look at this photo Complex magazine shared on Twitter - even a receipt from the company states exactly what size was purchased, and on this occasion it was "fat".

There's no denying we're a generation obsessed with size but labelling clothes with negative wording will only fuel fixation.

Whether its stance is tongue-in-cheek or serious and weird, Fatyo's labels are basically tapping into body image insecurities everyone has.

We think the brand may have been trying to make a joke with the wording and was probably attempting to get its designs attention. Well, guess what Fatyo? Everyone's looking at you and no-one's laughing *slow claps*.

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