George Goes to School

In 2005 Walmart borrowed the Private Brand designer fashion brand from ASDA the brand was acquired the as part of its purchase of the United Kingdom’s ASDA supermarket chain in 1999. George was named after British fashion guru George Davies and has never gained the awareness or prestige that it gained in England or Canada.

This back to school season George once again proves its relevance it school children as it promotes its line of school uniforms. According to a ASDA press release:

Quality, comfort and great value are features you should expect from a school uniform, and that’s just what you’ll get from the George schoolwear range.

You’ll want clothes that look good, are easy to care for and are up to the challenge of everyday wear.

That’s why 100% of our trousers feature secured hems, with the majority also having adjustable waists, and many of our skirts, trousers and pinafores are Teflon coated for added protection.

Plus, many of our shoes have a scuff resistant finish that guards against wear. In fact, we’re so confident in the quality of all our schoolwear clothing range that it’s covered by our 100 day quality guarantee.

If, for any reason, you’re not completely satisfied with your school uniform purchases, simply return them with your proof of purchase for a refund or exchange. To make buying in store even easier, the quality symbols feature on all of our packaging. Happy shopping!

Available at your local Asda while stocks last. Online prices may vary from those in-store.



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Christopher Durham

Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan).

Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s.
Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago.

Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.