Afternoon:
14°c
Asda launches Asian clothing range
Ben Bailey14.09.09
Supermarket chain Asda today launches an Asian clothing range, thought to be the first collection of its kind available on the high street.
The clothes, part of the George at Asda line, are a response to demand from the supermarkets' ethnic customers for affordable authentic Asian clothing.
The 13 piece collection includes sequinned embellished salwar kameez (traditional suits), khurtas (tunics), dapata (scarves) and churidar (slim leg trousers).
Asda collaborated with a team in India to design the clothes and is made with authentic Indian material.
The store received input from a panel of customers and says the styles are suitable for all cultures, not just Asian customers, but is expecting to see a high demand for before the Eid Islamic holiday.
Prices start from £7, with a complete suit for £26.
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.
"Our ethnic food ranges in Asda have seen a 46% year on year increase during Ramadan and we're expecting huge demand in the build up to Eid and Diwali celebrations."
Asda's parent company Wal-Mart also launched a Bollywood-inspired collection in Canada earlier this year.
Wal-Mart Canada corporate affairs director Kevin Groh said: "We were blown away by the attention brought on by the launch of our range of South Asian influenced clothing - from industry watchers, to media, to our ethnic customers.
"Strong sales aside, the buzz and goodwill that continues to surround the line has been absolutely remarkable."
Brianna Ragel, editor of Asian Woman magazine said the collection was "a turning point".
She said: "It is exciting to see a well known high street retailer embracing ethnic cultures, and offering good quality authentic outfits at affordable prices. This definitely marks a turning point for ethnic clothing on the high street."
The Asian range is available from today at selected Asda stores and on George.com.
Reader views (9)
I thought all supermarket clothing ranges came from Asia . . . ?!
Although I don't agree with the spirit of Frank's first post, he's dead right with the second one.
- Roz, France
For God's sake Frank, they're a business, supplying a legitimate need. Who are you to tell people what they should be selling or wearing?
- Dr. Jonathan Melvin, Dublin
It seems that any news item with a race element and the usual BNP card holding bigots come crawling out the woodwork!
- Cee, London
@ Johnny, London
"Lets face it, nobody is insisting that you wear a Burka"
Not quite yet, but when they do it will be too late.
- Frank, Home Counties, England.
Well, if people out there don't like this they can always shop elsewhere and boycott Asda, possibly being quite vocal about this.
This must be giving the East London chavs a bit of an identity crisis, but nothing to stop you buying the clothes and integrating or mixing in with the Asian community.
Lets face it, nobody is insisting that you wear a Burka
- Johnny, London
Any English person will soon need an ID Card to shop anywhere in the UK.
- Reuben Camara, Morecambe Compound, EUSSR
I agree with Frank!
- Steve, London
and so the racist drivel starts... that's the real cancer.
Asda are a business, spotted a gap in the market - that's what they are supposed to do.
- Aidan Reid, london, uk
And so the cancer grows.
- Frank, Home Counties, England.
