Asda to support British fashion Supermarket Asda has pledged its support to British fashion by announcing that it is to stock a range of clothing made entirely in the UK.



The new range will be sold under the George brand and will include a Union Jack label prominently displayed to emphasise their origin.

In addition, the firm will be setting up a "Dragon's Den style open access system", allowing British clothing manufacturers to present their ideas and designs to Asda buyers.

Asda clothing boss Angela Spindler said that Britain has some of the world's top fashion designers and manufacturers and that it wanted to see their products in its stores.

She added that it made sense to use local manufacturers from the UK rather than shipping in products from around the world.

"Our fast fashion ranges are inspired by the latest catwalk trends which means we need to turn our designs into production as quickly as possible," she commented.

Fashion icon and one of the best-known Wags Coleen McLoughlin became the face of Asda's clothing range Must Have last year. The £10 shirt-dress she was wearing to launch the campaign became one of the store's fastest-selling items ever, with tens of thousands sold within hours.

Celebrities boost tie appeal

Male fashion icons such as Jude Law and Pete Doherty have sparked a change in fortunes for the humble tie, according to a new report.

Mintel said sales of ties are set to reach £162 million this year, five per cent higher than in 2004.

The boost in popularity of the accessories on the back of their status as celeb clothes comes after a slump in sales from £158 million in 1999 to £154 million in 2004.

Followers of celebrity fashion are also increasingly choosing more expensive silk ties over polyester versions, with 37 per cent of men buying a silk tie last year, compared to 20 per cent who purchased a polyester one.

Senior market analyst David Bird said in recent years there had been a "fashion role reversal", with men opting to dress down for work and dress up for a night out on the town.

He stated: "The growth in popularity of Mod styles has meant wearing suits and ties is now a fashionable choice in pubs and clubs, undoubtedly giving the UK tie market a healthy boost."

Recent media reports have suggested that Pete Doherty may be embarking on a fashion career in addition to his work as a musician and is rumoured to be designing a clothing range for Manchester fashion label Gio-Goi.

© See Terms and Conditions