Aldi announces new ‘Aldi Originals’ fashion range

One of the UK’s leading supermarkets, ALDI, has announced a limited-edition Aldi Originals fashion line, resulting in almost 50,000 people reacting on social media.

This sportswear-inspired collection is not the first time the discounted supermarket tried its hand at fashion, with previous ‘Aldimania’ ranges selling out in just hours.

Items have made their way onto popular auction sites, selling for much more than their in-store value. Even celebrities, such as Love Island’s Tommy Fury, have been seen sporting the tongue-in-cheek range.

Aldi's limited-edition drop is available online from 20 November, and in stores from 24 November. The range draws inspiration from popular loungewear styles and includes hoodies, jogging bottoms, trainers, and accessories.

Prices start at £2.49 for socks and range to £14.99 for trainers, making it accessible to a wide audience.

Similary to competitor Lidl’s line, which was launched in 2020, Aldi’s new range brings to mind the collections of elevated streetwear brand Vetements which, under its former creative director Demna Gvasalia, would create apparel and accessories using every day brands, from DHL to Ikea, sell them for hundreds of pounds and create a sensation in the process.