George at Asda has seen a huge 600% increase in sales on this wardrobe staple

Alice Howarth
·2-min read
Photo credit: PAUL BARKER - Getty Images
Photo credit: PAUL BARKER - Getty Images

After a year of wearing nothing but loungewear, it’s not surprising people can’t wait to get back into proper clothes as the weather changes and we move fully into spring.

It turns out, denim is making a major comeback and George at Asda has seen a massive 600% surge in jean purchases. One style, in particular, is proving the most popular: the classic mom jeans.

A high-waisted cut, the style has a relaxed fit and is particularly flattering for curvier body shapes as it cinches in the waist and hangs looser on the leg. George’s version comes in six different colours and each is so easy to style. For the perfect weekend look, opt for a simple white tee, a bright blazer and a pair of trainers or sandals for warmer days.

Photo credit: Asda
Photo credit: Asda

BUY NOW Blue Distressed Denim Mom Jeans, £18, George at Asda

The retailer has seen a big increase in demand for other styles of denim too, like its skinny, bootleg and straight jeans as well as its jackets, pretty dresses and classic a-line skirts.

Photo credit: Asda
Photo credit: Asda

BUY NOW G21 Light Wash Cropped Denim Jacket, £24, George at Asda

In an effort to become more sustainable, in recent months the supermarket fashion label has continued to build on its goals meaning you can shop with a good conscience. George now sources all of the women’s denim responsibly via the Better Cotton initiative which is the largest cotton sustainability programme in the world.

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