The Hawthorn woman, who asked not to be identified, said she was walking past the private Hawthorn Citizens Junior Football Club event at Glenferrie Hotel with her 18-year-old daughter when event MC Billy Brownless announced "here come the strippers".

The mother said the remark by the former Geelong Cats star and current Footy Show and Triple M personality was met with laughter from the event's guests.

"I nearly tripped over I was so taken aback. We were just two innocent people walking through a pub, we were completely embarrassed. I was mortified, especially for my daughter."

The mother criticised the comment for reinforcing attitudes that underpin violence against women, at a time the AFL is working to tackle gender equality through its Respect and Responsibility policy.

She said she was moved to post about the incident on Twitter after a man assaulted a woman in the crowd at Friday night's Fremantle vs Hawthorn match.

When contacted about the remark, Brownless conceded he had made the comment but said no harm had been intended.

"It was a throwaway line, I didn't mean anything by it."

Brownless said he hadn't realised any offence had been given and said he would be happy to apologise directly to the mother and her daughter.

However the woman said the damage was already done and the comment and the laughter showed a "thug mentality" was still alive and well in the football code.

"That women can still be the brunt of a joke like that is just so degrading. We are trying to teach our children to be respectful, and they are trying to educate footballers to be more respectful towards women, so to hear that kind of comment is just not okay. It was a horrendous thing for my daughter to have to hear."

Hawthorn Citizens Junior Football Club has been contacted for comment.

The club's website states the 'Citz' are about "providing a safe and inclusive environment for our boys and girls to develop their skills."