George brings the first-ever RHS kids’ clothing line to Asda stores

Brandora Editorial Staff - March 2021

Further enhancing the brand’s move into children’s categories, the Royal Horticultural Society (RHS) has announced its very first collaboration on children’s clothing – and it’s a big one!

In association with the RHS, the award-winning George brand has produced a fabulous collection of children’s clothing and accessories. The license has been awarded to George for a special new range aimed at 1-7-year-olds.

The range includes shirts, t-shirts, hoodies, dresses, shorts, boots, backpacks and rainhats. It’s a carefully selected mix of apparel for wearing in the garden, at picnics, during outings to the park and more. And of course, keeping British weather in mind, there’s something for both sunny and rainy British days.

It also looks great. The George design team has collaborated with the RHS to create a unique print direction featuring delightful hand-drawn illustrations of smiling vegetables, bright garden tools and colourful tractors. There are also slogans encouraging kids to reconnect with nature and grow plants and veg, such as “I am growing every day”, “You can find me in the garden”, and the collection’s tagline “Let’s go and grow”, which can be found in back neck prints, back neck tapes and packaging.

To further underline the joys of gardening, swing tags have been designed in the shape of flower pots. All the products are fun, attractive, practical and reasonably priced. The RHS branding, highlighting the RHS tree and shield, is clearly visible on the sew-in tags and packaging.

The range launches on the 1st of April in Asda stores. The launch is being supported by a marketing campaign that will include consumer press releases, product placement and influencer support.

Launched in 1990, George is now sold in over 580 stores and through George.com with over two million customer transactions per week combined. George is a household name and has built up a reputation for quality, style and value, leading the changing face of British fashion over the past decades and making Asda one of the largest fashion retailers in Britain.

Estella Arroyo, Product Design Profession Lead at George, says: “This collaboration between George and the RHS is aimed at producing a collection of products that are beautiful to look at, great to wear and support a worthwhile message in a fun way. We are very proud to be collaborating with the RHS on this wonderful range which has been worked through by two companies who have the same values in mind. We‘re delighted with the final product which displays both quality and style and encourages children to get outside and grow!”

Cathy Snow, Licensing Manager, RHS, says: “This is our very first collaboration on children’s clothing and the results, in terms of products, packaging and design, have exceeded our expectations. And, of course, the whole range brilliantly supports our key message – to encourage everyone, no matter their age or ability, to ’get growing’. This line has been a joy to work on and I think it will delight its young target market as much as it has delighted us.”