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Nearby at Tu Luc Bookstore, manager Eric Duong estimated that 70% of the Vietnamese-language books on the shelves are imported from Vietnam.

But he said that Tu Luc, a destination for readers for 41 years, has already seen a big drop in sales this year.

It was like, “Oh why, God. Et tu, Jeff?”

Sainsbury's sells clothes under the brand name Tu and a spokesperson said: "Customer feedback is really important to us and we share Georgia's passion for offering a choice in style of school uniform."

Tu said its school clothes were categorised by age and not labelled by gender.