George at Asda

George at Asda

August 28, 2012 13:01 ET

Help from Heroes-The UK's Toughest Men Take on the UK's Toughest Uniforms

LONDON, UNITED KINGDOM--(Marketwire - Aug. 28, 2012) -

Editor's Note: There is a video associated with this release.

  • George at Asda school uniforms put to the ultimate test on military assault course by kids and helped by soldiers
  • 3,000 days of testing with 100 mums and 100 kids
  • 8 in 10 mums prefer the George school uniform to their usual uniform
  • 83% of mums would recommend George uniforms to a friend

George at Asda launches its school uniform range with military precision, enlisting the expertise of hundreds of kids and helped by some of the UK's toughest men to put this year's Back to School uniforms to the ultimate test.

This week, George challenged the UK's toughest men and pupils to put the range through its paces, testing strength, durability and quality on one of the UK's difficult army assault courses.

It follows 3,000 days of rigorous independent blind testing through Cambridge Market Research where 100 mums and 100 kids tested the range. Results highlighted that eight in 10 mums thought the uniform was better than their usual brand while 83% would recommend it to other mums.

And this week, skirts, jumpers, shirts, trousers, shoes and blazers were put through rigorous combat training including racing over cargo nets, fireman's poles, charging through muddy tunnels, crawling under replica barbed-wire, splashing through muddy water and extreme playground conditions plus the biggest obstacle of the day, a tough rope swing into a giant water pool.

The uniform took on the challenge and stood up to the extreme testing with Teflon coated skirts and trousers nominated the day's overall winners and 'toughest uniforms' - staying completely dry throughout the course with the water being visibly repelled and earning the name 'magic trousers and magic skirts' from the kids themselves.

Wayne Monkman, assault course manager at Henfold Lakes said: "The uniforms were tested to their limit, on a tough course similar to what we use for military training. We were really impressed with their durability - no rips or holes. These uniforms will certainly stand the test of time in the playground."

Fiona Lambert, George Brand Director said: "George uniforms are designed to last and kids often grow out of them before they wear out. We wanted to get some really active kids and the UK's toughest men to really put it through its paces to show it's one of the most durable on the market. This, combined with independent tests over the school term with a 100 kids over 3,000 days, have certainly proven how durable they are and from listening to our customers we know that quality, long - lasting uniforms and price are equally important."

George school uniform is 'Chosen by mums, tested by kids and guaranteed by George', covered by George's '100 day satisfaction guarantee' allowing mums to return it up to 100 days after purchase if they aren't completely satisfied.

George at Asda full school uniforms are available from £7.50 with individual items available from just £2 in store and online at

And to make sure parents and pupils get what they need, if they can't find the right item or size in store, customers will be given a smiley voucher for 10% off online uniform purchases - meaning they won't miss out. George also offers free in store collect for all online purchases.

About Asda Stores Ltd.

Founded in the 1960s, Asda today is one of Britain's leading retailers. It has over 180,000 dedicated Asda colleagues serving customers from 542 stores, including 27 ASDA Living stores, 174 supermarkets, 23 depots and eight recycling centres across the UK (Great Britain and Northern Ireland). It has its main home office in Leeds, Yorkshire and its George clothing division based in Lutterworth Leicestershire. Asda serves over 18 million shoppers a week in store and its growing home shopping business serves over 98 per cent of UK homes.

About George

As one of Britain's best loved retailers, George has been changing the face of British fashion for over 20 years. As the first supermarket to launch its own clothing brand in 1990, George at Asda is now sold through more than 540 Asda stores across the UK, has an online business with over 600,000 customers a week, and employs 10,000 people across the country. It is now also a global brand, exporting the best of British design, with ranges sold in seven different countries including Canada, Brazil, Chile, Argentina, Japan and the US, and through franchises in the Channel Islands.

About Asda's Price Guarantee

With Asda's Price Guarantee customers can be safe in the knowledge that the price they pay at Asda is cheaper than at Tesco, Sainsbury's, Morrisons and Waitrose, otherwise we will refund the difference.

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Contact Information

  • George at Asda
    020 3003 6311