Asda launches Asian clothing line under George fashion brand

Asda launches Asian clothing line under George fashion brand

LONDON - Asda has launched an Asian clothing line under its George fashion label, which it claims is the first affordable Asian clothing range on the high-street.

Prices start at £7 for items in the 13-piece collection. The range includes Salwaar Kameez (traditional suits), Khurtas (tunics), Dapata (scarves) and Churidar (slim leg trousers).

The company said it introduced the range after 63% of its ethnic customers called for affordable authentic Asian clothing.

Asda said the collection is not aimed solely at Asian shoppers. However, it expects to see a high demand for the collection in the run up to Islamic holiday Eid, which takes place later this month.

Fiona Lambert, brand director at George, said: ‘We are extremely proud to be launching the UK's first mainstream range of traditional Asian clothing.

‘We have the broadest socio demographic group of all the supermarkets and we wanted to offer affordable clothing suitable for all our customers.'


Start Your Free 30-Day Free Trial

Get the very latest news and insight from Campaign with unrestricted access to , plus get exclusive discounts to Campaign events.

Become a subscriber


Don’t miss your daily fix of breaking news, latest work, advice and commentary.

register free