The article deals with the phenomenon of linguistic sexism in the Czech language. The author argues for the development of non-sexist strategies in the Czech language and proposes the list of possible strategies how to reach gender neutral form of language. Her main argument is that language disposes symbolic power to define the content of gender roles and thus it can naturalize socially constructed interpretation of masculinity and femininity. Furthermore, she proposes examples and unveils the subconsciously working gender unequal practises in using language. For example, it is common in the Czech language to use generic masculine when speaking about men and women together. However, the author gives evidence that these practices support stereotypes concerning the construction of men's and women's role in society. Furthermore, it is well-established to change the form of foreign women's surname according to Czech language practise. As a result of this the surname is changed and difficultly recognizable and loses its function as a ''brand'' that consequently disadvantages women.