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Wednesday, December 1, 2021

As Gucci arrives at ASDA, how it became one of the world’s most recognised fashion brands

There will be something of a fashion treasure hunt to play around the UK this Friday 26 November. Hidden amongst the shelves at Asda supermarkets around Britain will be a selection of vintage Gucci pieces. No need to assume that the logo emblazoned cardigan you’ve spotted is lost property, to be handed in at the vivid green front desk. It is for sale, and from as little as £12.

The 30 second-hand Gucci items up for grabs in locations including London, Bristol, Birmingham, Edinburgh and Brighton, include belts, socks and dresses and will be priced at a maximum of £25. The launch comes in celebration of the cinema release of Ridley Scott’s biopic, House of Gucci. 

It’s not an official collaboration between the luxury Italian design house and the grocer to the masses, as such, but rather a special one-off edit arranged by Asda’s vintage selling partner, PreLoved. As one of its environmental commitments, Asda has stocked second hand clothing in 50 supermarkets since the beginning of this year.

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