England footballer and broadcaster Micah Richards has teamed up with George at Asda, as the supermarket looks to boost its value-led menswear offering.
Launching in-store and online today [14 September], the drop features tailoring, textured overshirts and casual separates in a palette of olive, chocolate, taupe and stone.
Prices start from £12 for a 100 per cent supima cotton T-shirt, with a fake leather jacket costing £50. The range is designed around elevated wardrobe staples spanning workwear and casual dressing.
Richards said: “I’ve loved working with George on this collection. I’m all about keeping things simple, great-fitting clothes that look good, feel comfortable and don’t cost a fortune.
“It’s a range I’d happily wear every day, and I’m on a mission to let everyone know that George is a hidden gem for menswear.”
Related Story
Earlier this year, Asda stressed that menswear remains a major growth area for the business. It reported year-on-year sales uplifts running ahead of the wider market as shoppers seek more affordable and versatile fashion.
George menswear and kidswear senior director for buying, design and quality Glenda Hansford explained: “Menswear is a standout category for us, delivering strong growth as more customers turn to George for style and quality.
“Our focus is on continuing to elevate the offer, through improved fits, more considered design, and a better overall shopping experience both in-store and online.
“As we invest further in the category, we see a significant opportunity to grow our share of the menswear market and attract new customers to the brand.”
The supermarket’s latest marketing drive has also showcased George products, as it works to reposition the brand as “a destination where style and value exist together”.
Click here to sign up to Retail Gazette‘s free daily email newsletter
