Asda George

February 03, 2012 12:37 ET

Long Gone Shivers

- Asda sells over 20,000 pairs of Long Johns in the last four weeks

- Sales up 140% this week

- Rise in popularity thanks to celebrity fans incl David Beckham and premiership footballers

- George at Asda's Long Johns are 60% cheaper than high street alternatives, priced at just GBP 8

LONDON, UNITED KINGDOM--(Marketwire - Feb. 3, 2012) - Temperatures outside may be freezing, but Long Johns from George at Asda are selling like hot cakes. Over 20,000 pairs have been sold this year already with a sales uplift of over 140% this week as a result of the plummeting temperatures.

Previously a garment found in your grandfather's wardrobe, Long Johns are now back on trend with celebrity fans helping the resurgence and turning Long Johns into a must-have. David Beckham is known for donning the extra-long undergarments and has even designed his own, as well as premiership footballers who sport them under their kit during sub-zero matches and training sessions.

Research carried out amongst Asda's social media users reveals 92%* of women are not only encouraging their partner to wear Long Johns but are happy to wear them themselves also. Long Johns are not just being used to keep warm this week; one shopper welcomes the return to put an end to her husband pinching her woolly tights and another claims she finds them just as sexy as boxer shorts!

Mens underwear buyer for George at Asda commented: "Long Johns are cosy, comfortable and a sure-fire way to keep warm this winter. We're seeing lots of people snapping up Long Johns this season to tackle the freezing temperatures. They're proving to be a staple in every man's wardrobe."

Priced at just £8, George at Asda's Long Johns are 60% cheaper than alternative high street versions such as M&S, while maintaining high quality without breaking the bank. The Long Johns are made from 50% cotton and include the George 100 day guarantee so if you aren't completely satisfied with your toasty thermals you can get your money back within 100 days. To keep extra warm this winter men can also complete the look with a matching top for just £8.

George at Asda's men's Long Johns are £8 and available in store and online at

Notes to Editors

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 515 stores, including 25 ASDA Living stores, 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 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.

*as revealed through a recent Facebook poll

Contact Information

  • For further information, images and samples, please contact
    the Asda Press Office:
    Alex Lewis
    020 3003 6311