With New Year’s fitness resolutions a big focus, January is a popular time for activewear brands to unveil new seasonal collections. And it’s also a time for completely new brands, which is what we now have from George at Asda.

The popular supermarket fashion brand has officially added Gym Locker, its new sportswear label.

The debut follows a successful online trial last year with the line being launched more widely as “an affordable answer to high-quality, contemporary athleisure for both men and women”.

It will be carried in 50 of the supermarket giant’s stores, as well as on the George webstore, with further drops planned for later in the year.

The range is available in sizes XS to XXL and as is the case with so many activewear ranges these days, features “pieces that are designed to be worn both in and outside of the gym”. 

The launch collection is based on tones of cream, mauve, and muted grey. Prices start at £7 with the line-up including accessories, comfort fit tops, oversized hoodies, and four styles of sculpted leggings, “each designed to support every activity with exceptional durability, flexibility and comfort”.

We’ve heard how important leggings are in other high street active ranges and this is clearly going to be the case for the new George line. They’re made from Power Performance and Skin Fabric material, with the retailer saying “the squat-proof leggings maintain full opacity under the pressure of deep squats and stretches as well as featuring moisture-wicking properties, drawing sweat from the skin to keep users dry and comfortable even during the most intense workouts”.

The fabrics’ contouring capability “also offers a flattering fit that moulds to the body, providing gentle compression and support while enhancing natural curves for unrestricted motion without bunching or sagging”.

A brand spokesperson said: “Since we rolled out the online trial of Gym Locker last autumn, we have seen an unprecedented uplift from our customers seeking out and buying into sportswear.”