Dragons' Den history-makers Honor and Cat Black have hit out at "unisex" sports kit as they claimed women continue to be "sidelined" in the sporting world.
The teenage sisters, who founded women's cricket brand Maiden, made history after becoming the youngest female founders to receive offers from all five Dragons on the BBC business programme.
Speaking exclusively to GB News, the young entrepreneurs have now called for greater consideration to be given to female athletes, arguing that simply adapting clothing originally designed for men is not enough.
Asked whether women remain overlooked in sport, Cat agreed and suggested attempts at inclusivity can sometimes fail to address the underlying problem.
She said: "I think a lot of the time people, so similar with cricket, like we've said, I think old men almost used to run it and they put out unisex kit to be like, 'Yes, we're inclusive.'
"But then they forget about it and they ignore it and they're like, 'We've done what we can for women and there we go.'"
She added: "I think that more people should put in more effort when it comes to girls in sports and the kit they have to wear and the equipment, because it really does impact them."
Her sister Honor agreed, declaring: "I feel like women are still, particularly in sport, being sidelined very much."
The pair founded Maiden after becoming frustrated with the cricket clothing available to women and girls, having themselves grown up playing the sport.
They argued the issue stretches beyond simply ensuring female athletes have fashionable clothing, claiming suitable kit can have an impact on confidence and whether girls remain involved in sport.
Cat explained: "It's to do with girls' confidence in sports as a whole.
"I think it gives me confidence. I don't think I would have had I continued playing cricket in the kit I was made to wear.
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"It's so important. It's not just, 'Oh, girls have nice fashionable kit.' It's confidence in how girls can stay in sport longer."
Honor went further as she questioned why women should be expected to accept clothing that has not been specifically designed for them.
She said: "When women are playing the sport, why on earth should we have to put up with unisex kit that's sold by people who can't be a***d to put some actual ideas and time into designing something for us?"
The Dragons' Den stars also argued that the problem facing women's sport extends beyond clothing.
They pointed to the difference in attendance at men's and women's cricket matches, claiming they have watched stands remain largely empty during the women's game before filling as spectators arrive for the men's fixture afterwards.
"It's such a shame," Honor said, arguing that audiences are still failing to recognise how entertaining women's sport can be.
However, the sisters stopped short of blaming broadcasters for the disparity, instead, suggesting public attitudes need to change.
Cat praised the increasing prominence given to women's sport across television and news coverage but claimed "public perception" had not yet shifted far enough.
The sisters said they hoped cricket would eventually follow other sports in becoming accessible to people from a wider range of backgrounds, particularly girls attending state schools.
Honor and Cat are already seeking to play a part in that shift through Maiden, with their ambitions stretching as far as the Olympic Games.
Asked whether Maiden kit could one day be worn when cricket features at the Los Angeles Olympics in 2028, Cat replied: "That would be amazing."
Honor added: "It would be a dream. See what happens."
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