Page last updated at 01:50 GMT, Monday, 14 September 2009 02:50 UK

Asda launches Asian clothes range

One of the Asian fashion items on sale at Asda
The new range starts at 7

Supermarket chain Asda is to introduce a range of traditional Asian clothing in 21 of its stores.

The clothes are a response to demand from customers for affordable authentic Asian clothes.

The range has been designed in conjunction with a team in India and is made with authentic Indian material.

The 13-piece range includes sequinned embellished Salwaar Kameez (traditional suits), Khurtas (tunics), Dapata (scarves) and Churidar (slim trousers).

However, Asda says the range has been not designed solely with the store's Asian customers in mind "and it is anticipated the line will appeal to Western shoppers too".

'Exciting'

The clothes are part of the George at Asda line and prices start at £7, with a complete suit selling for £26.

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

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

Brianna Ragel, editor of Asian Woman magazine, 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."



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