Asda is to launch its first full organic clothing range this year, which is likely to be the biggest ethical offer in the value sector.
The supermarket giant's George clothing line, which unveiled a 100% organic cotton babywear collection last April, will unveil the organic line across womenswear, menswear and kidswear later this year.
Designed by the in-house team, the range will go into all 328 Asda stores that stock the George range. In contrast, Sainsbury's, which became the first supermarket to launch a fair trade clothing range as part of its Tu collection for spring 07, will only stock its ethical clothing in 55 stores.
A spokesman for Asda said: "Sales of organic food are up 50% year on year, so it's a natural progression to move the offer into clothing. The decision is also customer-driven. Consumers are now more interested in sustainability."
William Lana, textiles standards committee chair- man at the Soil Association, praised Asda's expansion of its organic clothing offer. "There's been an explosion of businesses introducing one or more items made from organic cotton," he said.
Asda parent company Wal-Mart placed the largest ever single order of organic cotton in April 2006.
Last week, Drapers revealed that Marks & Spencer was launching a 67-piece fair trade range in time for Fairtrade Fortnight on February 26.
Tesco said last year that it was developing an organic range in collaboration with Katharine Hamnett. But a spokeswoman said there was no timetable for the launch.