George at Asda has announced its latest menswear collaboration with one of Britain’s most recognisable football personalities – Micah Richards – celebrating “a new era of effortless, everyday style.”
As football fashion continues to influence the wider fashion world, with brands and designers embracing the crossover between sport and style, George has joined forces with fellow Leeds native Richards, a much-loved fixture on screens this World Cup season.
Known for his energy and humour off the pitch, as well as his achievements as a former Premier League winner with Manchester City and England International, Richards has become one of the UK’s most recognisable voices in sport, with his leading punditry roles as a Match of the Day regular, as well as across the wider BBC, CBS Sports and Sky Sports, whilst also co-hosting the hugely successful podcast and Netflix show, The Rest Is Football alongside former Match of the Day colleague Gary Lineker and Alan Shearer.
The collection promises to reflect how men are dressing in 2026: Easy tailoring, elevated essentials and versatile pieces designed to make getting dressed effortless. And features relaxed tailoring sitting alongside textured overshirts and easy-to-wear separates, brought together in a warm palette of olive, chocolate, taupe and stone.
Richards said: “I’ve loved working with George on this collection. I’m all about keeping things simple, great-fitting clothes that look good, feel comfortable and don’t cost a fortune. It’s a range I’d happily wear every day, and I’m on a mission to let everyone know that George is a hidden gem for menswear.”
The collection is available to shop online and in stores from Monday 14 September.
The George brand first originated in 1989, when fashion designer and retail entrepreneur, George Davies partnered with Asda to create George – a high-quality, great-value clothing brand with its own distinct identity.
A year later, it became the UK’s first-ever supermarket clothing brand, and by 2004, Asda had become Britain’s biggest clothing retailer, and launched its first Asda Living store in Walsall, expanding its offer into home and general merchandise. George Home was born in 2014.
Now, 37 years since its launch, the brand is stronger than ever with presence in 560 Asda stores throughout the UK and 260m visits per year to George.com.
